RE: I'm a Celebrity launch gets biggest viewing figures in seven years17 Nov 2020 10:48
@UncleDoug
Perhaps there have been minor adjustments since my time in the media buying game, but there is a cap on the advertising minutage that can be sold in peak time. This is protection for the viewer and prevents the commercial broadcasters in the UK selling up to 20 minutes of peak time advertising minutes. No doubt the UK broadcasters will be asking for temporary dispensation to relax the rules, but it’s unlikely to change for the foreseeable future. What could be happening is that there are more frequent, but shorter ad breaks.
The ‘cost’ of the slots is more complicated. Firstly, ITV will only permit advertising for products with one of the target markets that fit the optimal viewer profiles - eg 16-24 Adults, 16-34 Adults and quite possibly ABC1 Adults and Housewives with Children. Each month the Station Average Price is estimated, and whilst Peak Time has a set premium, shows like IACGMOOH are classified as Specials, which used to mean that they were costed at a major premium and outside the terms of the standard agreements.
These are very brief summaries, but the key point is that the high viewership among premium audiences is extremely good news for ITV. It is, of course, just a single programme across the entire schedule, so don’t get too carried away. (If Corrie was delivering these numbers, we’d be dancing in the street, lol).