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Advertisers resigned to single ITV.(advertisers believe that prices for TV advertising will increase due to the merger of Carlton and Granada)(Brief Article)
A massive majority of advertisers and agencies believe that prices for TV advertising will increase as a result of the Carlton and Granada merger.
Some 70 per cent thought that prices would rise, according to research from The Ingram Partnership. This figure rose to 78 per cent in the London area. Most respondents, 78 per cent, agreed that competition between Carlton and Granada had maintained stability in pricing.
A large majority of those questioned (74 per cent) also believed that there would be a secondary merger among the remaining ITV sales houses as a result of the Competition Commission's decision to allow ITV to operate a single sales house.
Most advertisers (80 per cent) and 75 per cent of media agencies feel that the current trading system acts against the interests of advertisers.
However, TIP's report showed a divergence of views between advertisers and agencies on the issue of Ofcom's proposed ...
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