LONDON - Brands have shown reluctance to pay premium prices to advertise around ITV1 talent show The X Factor ahead of its return this weekend, according to industry sources.
Steve McDonnell, MediaCom's TV director, said that the economic slowdown in sectors such as retail would affect brands' ad plans.
'They are likely to wait until after the audition stages this year before paying premium rates,' he said.
ITV has pinned its hopes on the return of The X Factor and I'm A Celebrity Get Me Out Of Here! in the coming months after forecasts for the broadcaster's September TV ad revenue figures showed a slide of about 20% on the same period last year .
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