ITV moots ads overhaul to tackle channel-hopping

ITV is planning to test-market new patterns for its break junctions and is looking at putting programme promotions in the middle of the ads.

If the trial goes ahead, only sponsorship bumpers and station idents will be broadcast after the end of the programme before going straight into the advertising. Subsequently, ITV will look at breaking up the advertising with programme trailers in the middle.

The idea is one of a number that the broadcaster is considering as part of a project to clean up its breaks and make them more effective for advertisers. The theory is that viewers will find the programme trailers informative and so stay with the break to watch them.

Any move to change the break patterns will be subject to tight broadcasting regulations governing this area.

ITV marketing and commercial director Jim Hytner says: “We won’t have a trailer at the beginning or the end of the ad break.” He adds: “We are trying to enhance the break for the viewer and the advertiser.”

Hytner has already made changes to the break junctions in an effort to improve them. He has squeezed programme-closing credits to one side of the screen to make way for a “next, then later” programme menu, which is designed to flag up the rest of the evening’s entertainment. He has also introduced a consistent on-air look for ITV1.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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