U.K. broadcaster ITV's decision "to move the Premier League highlights will immediately cost the station millions of pounds in sponsorship," according to Julia Day of the London GUARDIAN, who noted the program moved from its primetime 7:00pm slot to 10:30pm, as ratings have been "short of early expectations." Last Saturday's show drew 4.6 million viewers, about one million less than expected. Coca-Cola paid a record US$71M to sponsor ITV's Premiership show, and will "rip up its current contract with the broadcaster because of the lower profile the show will now have." Coca-Cola was "disappointed" at ITV's move and "will now invoke a clause in its contract, which was negotiated long before the football season started." Sources said Coca-Cola "had two outlined contracts — one for a 7pm show and one for a later show." A Coca-Cola spokesperson: "We were aware there might be two schedules and so we looked at two price levels. Now we'll revert to the second level." Despite the different time slot, an ITV exec said, "We expect similar audience figures" (London GUARDIAN, 10/24).
