Disappointment for BSkyB as Viacom opts to retain Channel 5's advertising sales in-house

Viacom has confirmed it will keep Channel 5’s advertising sales in-house ahead of its takeover later this month.

Deal: Richard Desmond's Northern & Shell sold Channel 5 to Viacom

According to the Telegraph, both BskyB and Channel 4 had hoped Viacom would outsource the business and the broadcasters were preparing to pitch. BskyB already handles advertising for Viacom channels MTV, Comedy Central and Nickelodeon.

However, the paper quoted Viacom UK managing director David Lynn as saying the business would be kept in-house.

“The team continues to perform strongly and, with an innovative approach to commercial partnerships, has delivered great results. We look forward to working with them to build on this success,” he said.

The move follows a decision by Omnicom in June, which left Channel 5 reeling, to withdraw its £30m spend with the channel and redirect it to ITV instead.

The move means a host of brands such as McDonald’s, Boots, Hasbro, Renault UK, Sony Music and Warner Bros have lost advertising slots on the channel, which at the end of August recorded an audience share one per cent higher than Channel 4.

Viacom’s £450m takeover of Northern & Shell's Channel 5, announced in May, is expected to be completed later this month after a delay.

Last month, Channel 5 director of programmes Ben Frow said the deal would enable collaboration with channels such as MTV and Comedy Central.

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