Evening Standard set for TV ad campaign

The Evening Standard is preparing its first television advertising since Mike Anderson was appointed managing director in 2002.

It is creating a series of bursts to promote its supplements, beginning with a three-week TV campaign for ES magazine. The TV activity, created by Banc, launches on February 21 and runs each Wednesday, Thursday and Friday on ITV1, Channel 4 and Five for three weeks.

The investment is on the back of the uplift Associated Newspapers believes it is seeing at the Evening Standard following the launch of its free lunchtime edition, Standard Lite, in December.

The Audit Bureau of Circulations figures for the Evening Standard are not combined by the ABC but the newspaper claims the figures for January show an increase in average net circulation of 16 per cent on December.

The split ABC figures show an average net circulation for January for the Lite edition of 54,947.

The paid-for editions posted an average net circulation rise for January of 0.91 per cent on December to 350,671, but down for the six-month period of August to January by 9.45 per cent to 360,206.

Press buyers remain sceptical about the quality of new readers that the Lite has brought to the Standard. A spokesman for The Evening Standard says that the newspaper was conducting qualitative and quantative research into the new readership and will present findings to agencies in the next few weeks.

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