ITV poised for record Champions League ad boost

by Alison Donnelly Marketing 07-May-08, 09:00

LONDON - ITV is raising the price of TV ad slots in the Champions League final by up to 50%, making it one of the most lucrative breaks in the broadcaster's history.

A 30-second ad in this month's final, which will be contested by two English teams for the first time, will cost about £200,000, according to agency estimates. This is almost four times the cost of a premium ad during some of ITV's highest-rating shows, including Coronation Street.

Motoring, alcohol, finance and FMCG brands are expected to take most of the slots, with advertisers including Ford and Cadbury already signed up to ITV.

Gary Digby, ITV's customer relations director, said most of the slots sold immediately once the finalists, Manchester United and Chelsea, were known.

Sky, which will also carry the final, has confirmed that Audi, Ford, Nike, Samsung and Pepsi will run ads during the match.

The final, which takes place on 21 May, is expected to record the biggest audience of 2008, with about 15m fans likely to tune in.