Sunday, September 26, 2010

Ten to auction ad spots daily during its Games coverage

It will auction ad spots for each day of its Delhi Commonwealth Games coverage.

Network sales director Kylie Rogers denied speculation Ten was having difficulty filling advertising spots during its Games coverage after selling six packages, reportedly worth about $3.9 million each, in conjunction with pay-TV provider Foxtel.

"We were very successful in securing Coles, Commonwealth Bank, Hungry Jacks, AAMI, Vodafone and Mars in joint sponsorships with Foxtel," Ms Rogers said. "We're at a point where we've reached budget, but we've got some additional inventory to sell."

She said speculation last week that some of the Games's biggest teams, including Canada and England, could pull out due to incomplete or filthy facilities would not hurt Ten's chances of securing advertisers.

"We don't think so," she said. "Our priority is delivering a superb broadcast event. Australians love to watch Australians win. We do genuinely believe we'll have consistently high-rating content. It's a five-hour time difference and they start from 2pm to 3pm. Swimming will be live in prime-time."

While rivals have been talking down Ten's success at selling casual spots during its Games coverage, which begin on Sunday and runs until October 14, GroupM chairman and chief executive John Steedman said Ten was selling its unsold inventory but "not offering rock-bottom prices".

"I think the Games will still rate well, based on previous experiences," Mr Steedman said.

"If a team like England or Canada pulls out, it will become a bit of a farce," he added.

Media buyers will be able to register online each day to bid for local and national spots on the network's portal to participate in the auction.

"We'll have three to five daily opportunities in each of the five markets from day one through to the end," Ms Rogers said.

"We'll open trading at 9am each day."

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