ITV is shifting its focus from product-led growth to brand building as it looks to stand out against the streamers, with a new brand platform and biggest marketing push since ITVX.
The deal would see ITV sell its terrestrial channels and streaming business to Comcast, bringing together two of the UK’s biggest TV advertising platforms.
As ITV marks 70 years of TV advertising, shifting definitions of what counts as ‘TV’, changing viewing habits and evolving levels of ad spend are reshaping the medium.
ITV has revealed 70 of the UK’s top television ads from the past seven decades, including the top seven for cultural impact and creative effectiveness, to mark 70 years since the launch of commercial TV advertising.
Seven decades on from the launch of Britain’s first TV ad, Compare the Market, Sport England, Just Eat and ITV reflect on effectiveness, creativity and the evolution of TV.
Launching next year, the marketplace will allow SMEs to access inventory across all three broadcasters.
The broadcaster launched a new interactive ad format and planning tool for SMEs at its Showcase event in Manchester (12 June).
By holding true to its brand purpose, the broadcaster connected millions of people to a vital story and pressured the government to act.
ITV CEO Dame Carolyn McCall replaces former Diageo CMO Syl Saller as The Marketing Society’s new president.
Jane Stiller and Neil Mortensen have helped turn the relationship between marketing and insights into one that is driving success and legitimising both functions in the boardroom.
As part of an initiative to encourage SMEs to consider TV advertising, ITV will launch two new AI-generated TV ads from small businesses.
The three TV firms have revealed a proof of concept for a “cross-broadcaster multi-outcome panel” called Lantern.
The broadcaster has promoted its CMO to a newly created role to unite its marketing functions.
ITV reported higher than expected growth in total advertising revenue, driven by a “very successful” performance during the 2024 UEFA Euros.
The streaming service outperformed the broadcaster’s studio arm, amid wider plans to invest an additional £15m in marketing this year.