ITV to step up marketing spend by £15m in 2024
Niamh CarrollThe broadcaster claims marketing is acting as a key tool to drive growth for the ITVX streaming platform, which grew total views by over a quarter last year.
The broadcaster claims marketing is acting as a key tool to drive growth for the ITVX streaming platform, which grew total views by over a quarter last year.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Zaid Al-Qassab’s departure comes as Channel 4 confirms it is cutting 18% of its workforce.
Investing in detailed audience insight helped ITV segment its first-party dataset to fuel the launch of streaming service ITVX.
Brands are set to focus on monetising their existing valuable users rather than offering ‘free’ entry points and products that cut into their bottom lines.
The BBC has appointed FMCG marketer Charl Bassil as its first chief brand officer as it looks to strengthen its position in the face of significant challenges.
The dog food brand has won the top prize from Sky’s Zero Footprint ad fund, now in its third year.
The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Taking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
While the wider sector faltered following a post-Covid viewership crunch, ITV dug deep to invest £165m in the launch of streaming service ITVX.
Sky is highlighting its long-term value proposition to consumers with a partnership with Vue, as retention and the cost of living continue to bite.
Speaking on a panel at Marketing Week’s Festival of Marketing, marketers from Manchester United and the Co-op examined the point of creativity.
Research from YouGov suggests more than two in five podcast listeners are avoiding advertising entirely, while just 14% say they find them unintrusive.
ITV CEO Carolyn McCall has blamed a “stagnant” UK economy in a warning about the broadcaster’s advertising forecast.
TV has long been one of marketers’ preferred ad channels, but its importance has declined massively over the past year, according to Kantar’s latest Media Reactions report.