Breakfast: Now with added infomercial
Ten has moved to protect its infomercial revenue from The Circle – which ended on Friday – by making the unusual move of running advertorials during Breakfast.
In a move that signals the network’s current hard-nosed drive to maximise revenue and control costs in a tough TV ad market, a spokesman told Mumbrella: “Yes, we are running advertorials in Breakfast. All of the advertorial advertisers that were booked into The Circle have been happy to move to Breakfast and Ten has retained all their business.”
The Circle – which ran in mid morning – was axed by Ten last week because its costs exceeded its revenues. At the same time the network also shortened Breakfast so it now finishes at 8.30am.