ITV airs wrong NotW ad during X Factor

by John Reynolds, mediaweek.co.uk 02-Nov-09, 16:03

LONDON - ITV aired an out-of-date News of the World ad during Saturday's episode of The X Factor after News International's creative agency, WCRS, supplied the broadcaster with the wrong copy.

The ad, which was broadcast during the first ad break at the end of the show at around 9.45pm, promoted a News of the World offer from the previous week of £5 off when shoppers spend over £30 at supermarket Morrisons.

However, the ad originally scheduled to air showcased editorial content in Sunday's (1 November) edition of the News of the World.

A spokesman for ITV said: "WCRS supplied ITV with incorrect copy. ITV ran the ad supplied by WCRS."

It is thought that ad slots during X Factor could fetch as much as £100,000 each as it reaches its series finale later this year.

ITV's media buying agency is WPP-owned Mindshare, which coincidentally also handles News International's media.

News International, Mindshare and WCRS declined to comment.