The move comes a week after ITV announced an initiative to encourage advertisers to include a text message response mechanism in their TV ads.
Robert Leach, head of interactive services at Sky Media, is hoping the reduction will attract new advertisers, especially from the FMCG sector, to join established users such as car manufacturers.
"It will also appeal to all DRTV advertisers and to manufacturers of lower-margin goods such as DVDs and CDs," he said.
ITV said it first ran text response over Easter for a Ford Focus ad including a competition that viewers could enter via text or the red button. Text attracted the greater response.
ITV has formed a partnership with Mobile Interactive Group, which already provides interactive fulfilment services for ITV shows, to offer the service.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
