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Advertisers seek X Factor final discounts

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By John Glenday, Reporter

November 19, 2011 | 1 min read

Advertisers for the 2011 edition of the X Factor are refusing to pay the premium rates they were forced to shell out in 2010 in the wake of audience declines.

In 2010 advertisers shelled out £250k for a 30 second slot in the final – but with audiences this year down by over a million they are asking for discounts of as much as 15%.

This year the show has been hit by the loss of Simon Cowell, Danni Minogue and Cheryl Cole, denting the lustre of the biggest weekend in British TV advertising.

ITV remains locked in negotiations with advertisers in the hope of persuading them to honour last years figures.

The broadcaster has set an income target of £20m for the show.

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