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Advertisers pull Five ads.
VivaKi deal with Five remains unsealed as major advertisers lose faith in channel.
A turbulent TV trading season has resulted in major advertisers pulling activity from the broadcaster Five.
As Campaign went to press, Five had not agreed a deal with VivaKi, the trading unit that represents Starcom MediaVest Group and ZenithOptimedia, and major advertisers such as O2, Procter & Gamble and L'Oreal.
Five also faced difficulties concluding a deal with Opera, the Omnicom trading unit, which had led to advertisers pulling off Five. However, an agreement reached on Wednesday is expected to see a return of OMD and PHD clients to the broadcaster.
Sources indicated that attempts by Five to maximise the share of its main channel had led to prolonged negotiations. One issue is that audience gains achieved last year by Five's acquired show Neighbours are no longer a factor in its favour.
Other broadcasters are thought to have concluded their deals with agencies but ...
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