As a valued partner of Channel 4 I wanted to let you know of an upcoming change to our Advanced Booking Deadlines for 2021.
Back in March, the impact of Covid disrupted all of our businesses and we were not unique in having to rapidly review our policies and procedures to reflect the uncertain economic climate. As you will know, we halved the industry standard 8-week AB to 4-weeks, despite the significant operational challenges this created for our multi-channel portfolio.
We also lifted all penalties for booking late until August to help provide our advertisers the flexibility that their businesses needed across the summer.
It is clear from client feedback, that the shortened 4-Week AB has been well-received and this has contributed to the fast recovery of broadcast budgets this autumn. Our primary objective is to ensure that TV remains the most effective advertising medium for you. To do this we believe that we must ensure that the campaign that you booked is the campaign that you are delivered; a well-crafted schedule that maximises return across all the metrics that make TV such an effective advertising medium for you.
To that end I am pleased to confirm that we will now be moving to a permanent 4-week AB deadline. Our goal is to continue to maximise the flexibility you need to manage your business in a faster changing business environment and also ensure all the deal benefits you previously received at 8-weeks are met by booking 4 weeks prior to the first day of month of transmission.
As a commercially funded not for profit PSB, your continued support is hugely appreciated. Your usual account management teams from 4Sales will follow up with you over the coming weeks, but in the meantime if you have any immediate feedback or concerns, please do let me know at msalmon@channel4.co.uk
