Freeview and Mediaedge set to finalise media deal

Freeview is understood to be in final negotiations with Mediaedge:cia over its media planning and buying account.

The agency is believed to have beat Aegis-owned Carat in a final round of pitches. Incumbent M2M and Zenith-Optimedia were also involved in the pitch but are thought to have been knocked out at an earlier stage.

The pitch, which was called in July and has been overseen by the AAR, is part of an overhaul of Freeview’s roster. A pitch for its advertising business between St Luke’s and Delaney Lund Knox Warren is continuing. Farm and CHI & Partners were knocked out last week.

Freeview does not have a retained advertising agency; its only major advertising to date was its launch campaign, which was created by DFGW (now part of Freud Communications.

The free-to-air digital TV service has traditionally spent little on media and advertising but is understood to be considering an increase in its marketing budget, particularly as digital switchover begins later this year.

Freeview is understood to be keen to have a campaign in place by October to build the brand in the run-up to the Christmas period.

According to Ofcom, Freeview has the biggest share of the digital TV market in the country, having overtaken BSkyB earlier this year. Freeview increased its customers by 670,000 in the first quarter of 2007, taking the number of Freeview-only homes to 8.37 million.

Last year, it briefed Red Bee Media to create its first TV advertising campaign, which ran in the Granada region, and created brand identity through consultancy Branded (MW November 9, 2006).

The strapline “Free TV Land – where great TV is Free” was used across all Freeview’s communications, including in-store material and online, where the bulk of its marketing budget is spent.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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