Does anyone know anything about how TV advertising works in the UK? I’m doing a case study for my MBA and need to know a bit about how it’s structured.
I assume there is an intermediary, some sort of advertising agency, between (say) Coca-Cola and (say) ITV. So Coca-Cola produce an advert and rather than take it directly to ITV, they go through the intermediary. So, does anyone know:
1. Who the main intermediaries are in the UK?
2. What their role is? Do they get a list of slots from ITV, etc. with a price alongside each one, and fill them accordingly with ads their clients have given them?
Or have I got this wrong somehow? I’m looking for the basic structure of the business here, not whether it’s outdated, relevant in today’s world, etc. Any help would be much appreciated.