As recently as five years ago, ITV and Channel Four enjoyed a virtual monopoly on British broadcast advertising spend. As the only service providers in the UK who could deliver corporate messages to the largest audiences possible, advertisers fell over themselves to buy the top spots available. Now, however, they face a tough battle with more than 470 independent channels in the UK alone. Greater choice for advertisers means TV channels need to ensure they offer the most attractive service possible. In addition, there have never been so many ways of generating income. Where advertisers used to be the only upstream source, they are now joined by programme and event sponsors, website and banner advertisers, and sponsors of secondary events, such as logos.
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