Broadcasters boosted by YouTube brand boycott

Channel 4, ITV and Sky have seen a jump in ad revenues for their video-on-demand platforms as a result of advertisers boycotting YouTube.

YouTube: under pressure from brands
YouTube: under pressure from brands

A number of brands have deserted YouTube over fears that ads could appear alongside extremist content.

Campaign estimates the three broadcasters have been bringing in an extra £1m a week in VoD ad sales between them over the past two weeks. Sources suggest each of the broadcasters has enjoyed a rise in the high six figures during that period.

Jonathan Allan, sales director at Channel 4, said: "We have taken more money from advertisers who have ‘paused’ on YouTube."

He predicted "a return to triple-A broadcast quality, over the current junk-bond status of YouTube and social video".

Simon Daglish, deputy managing director of commercial at ITV, added: "We have seen more growth than we were projecting in our VoD channels. It’s been a significant uptick."

John Litster, managing director at Sky Media, said: "We have taken some cash that may have been heading to YouTube. It’s going into exactly the place where YouTube can’t guarantee it [brand safety]. It’s going into premium broadcast VoD through the settop box and through the Sky Go app." \

Sources said there has been no impact yet on the traditional TV market.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).