MATERIAL: case histories: carlton uk television

Business Geographics have worked with Carlton UK Television for over three years, providing a range of software and data products to support airtime sales for one of the largest independent television producers and broadcasters in the United Kingdom.

Carlton owns and operates television franchises for London (Carlton), the East and West Midlands (Central) and the South West (WestCountry) of England.

In 1995 Carlton identified a requirement to better understand the differing geographical characteristics of their franchise areas, both in terms of the demographics and audience for each region and their attractiveness to advertisers.

Taking advice from our consultants, Carlton implemented an in-house geographic information system using:

The geographic information system is used to map population, audience share, retail locations and product purchasing preferences. Maps are incorporated in the presentations given by the Carlton sales team to major television advertisers and are also used to promote Carlton franchises to the large numbers of media buyers operating in London and elsewhere in the UK.

Carlton next plan to incorporate the LIFESectors lifestyle product in the system, helping advertisers make the decision to buy airtime on the existing terrestrial - and forthcoming digital - Carlton networks.

Contact: Adrian Tear (Business Geographics Limited)