Penetration

The BBC has gone out to tender for a new advertising contract, initially for two years with an option for a further two years, at up to £25m a year - and the challenge is to deliver "youth".

" New digital behaviours, particularly for younger audiences, means that it is becoming increasingly challenging to reach young audiences solely through promotion on our owned media channels. Thus it is essential, in order to fulfil our public service obligations, that we use paid for media channels to complement our owned media in order to engage critical audiences, particularly younger audiences who are spending less time on our owned platforms, with the right reach and frequency to create awareness of the programmes and services they have paid for through their licence fee."

The current contract is held by the Havas Group, awarded in 2015; they set up an office in Manchester as well as London as part of their offer. The contract was thought to be worth up to £15m a year.

Havas will be pitching again; they've produced a case study on their 2017 campaign to get "youth" to watch FA Cup coverage, called #No Guts No Glory.