CTV and Globe ownership changes; cross-sales remain

Under the terms of the just-announced deal, the Globe and Mail is no longer a part of the CTV media family; but cross-platform deals will continue to be available, says Globe publisher Phillip Crawley.

With the BCE buyout of CTV investors, the Globe and Mail may no longer be a part of the CTV Globemedia family, but its new status will not affect cross-platform media sales, says Phillip Crawley, publisher, the Globe and Mail.

Under the terms of the deal, the Globe and Mail is to become an almost-fully owned entity of The Woodbridge Company, a Toronto-based holding company of the Thompson family. Woodbridge will acquire 85% of the business, while Bell will retain 15%.

Crawley commented on the media sales side of the announcement to MiC late this afternoon, confirming that the end of the relationship does not extend to the sales side of things.

“The Globe will continue to work with CTV properties on cross-platform opportunities for our advertising clients,” Crawley said via e-mail. “It is business as usual and we remain committed to delivering innovative and quality campaigns to our clients in the way they have come to expect.”

As media partners, CTV and the Globe and Mail have been able to provide media agencies with cross-platform buying opportunities, leveraging the size and scope of the organization for media sales. This was never more apparent than in the media executions surrounding the 2010 Olympic Winter Games in Vancouver, when between the two properties (and Bell) media coverage reached saturation point.

Sunni Boot, CEO, ZenithOptimedia, said that the media company shakeup will not affect media buying in the near future, but as the mediaverse continues to evolve, it is likely to affect go-to-market strategies, and pricing, in the future.

“For us as media buyers, this deal today, in the near future, isn’t going to make a huge difference. And the reason that it isn’t is because CTV has always been the preferred content provider for Bell and Bell’s always been the preferred content distributor for CTV. So none of that changes. But I think what’s changing is how we’re going to go to market in the future.”