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ITV Palooza: strong programme slate and innovations impress market

Campaign 24 Nov 2021 10:20

ITV's Palooza showcased not only a decent programming slate for the year ahead – particularly in drama and sport – but also new advertising opportunities in addressable TV, contextualised targeting and even the "metaverse" during a glossy presentation at the Royal Festival Hall in London.

About 800 guests – ranging from advertisers, agency partners, celebrities and others – attended the event, which was held at the same location as previous Paloozas before the pandemic in 2018 and 2019.

The theme of the Palooza was “Better together”, Carolyn McCall, the chief executive of ITV, explained in her welcome address, and this was probably one of the biggest and glitziest gatherings of the UK advertising industry since the pandemic.

The atmosphere ranged from supportive to impressive, and even forgiving in the occasional moment it didn’t quite go to plan. Jokes about Covid and a “Peppa Pig moment” – referencing Boris Johnson's strange CBI address – went down well. 

Kevin Lygo, managing director of media and entertainment, delivered a presentation full of wit and promise, which gave ITV’s spinners a few anxious moments as he ad-libbed about the after-party being a super-spreader event.

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