Desmond had no answers

It was both intriguing and disappointing to read Mick Desmond’s response to my article on ITV’s coverage of the World Cup (MW July 18). Intriguing, as I certainly learnt many new statistics, but disappointing, as Desmond failed to address the main points in my piece.

These concerned three areas: ITV’s poor selection of games and buried highlights package, its diminished share in head-to-head games with the BBC – despite Des Lynam – and its lack of support for advertisers. I don’t dispute any of Desmond’s facts, but these were shoe-horned into his response to obscure, rather than disprove, the charge that ITV’s World Cup coverage was poor.

Why didn’t ITV1 go against the BBC for every England game, and why was its highlights package after the news? If viewer satisfaction with ITV was high, why did a greater proportion of the audience turn to the BBC than ever before for shared games? At the end of the tournament, we can see ABC1 impacts for June dropped four per cent on ITV1, while revenues bulged, creating inflation of 16 per cent as brands struggled to find enough viewers to achieve campaign targets. The result is that advertisers should feel let down by ITV.

It was disheartening to see ITV effectively avoiding the questions posed. Advertisers and media agencies need a strong ITV1 if they are to continue reaching a mass market on a single channel. They have a variety of views on how this can be achieved, and as the main funders of ITV, feel these views should be heard. It’s disappointing to discover that, after recent positive attempts to engage in debate, we may now be returning to the bunker mentality of previous ITV managements.

Dan Matthews

Associate director

BJK&E Media

London WC2

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here