BSkyB is ditching red-button ads campaigns from current advertisers on Sky channels and third parties, including MTV and Nickelodeon. However, the service will continue on ITV, UKTV and Virgin Media, as their slots are sold independently of Sky Media.

At its peak in 2006, 160 campaigns were running on the red-button service but by 2009 this had fallen to just 60.'Sky doesn’t pursue things that there is no demand for,’ said Sky Media communications director Jeremy Tester.

The broadcaster now plans to concentrate on selling ads for its green-button service, which is less clunky and more cost-effective. Sky’s Ad Smart service, which launches next year with targeted ads based on user preferences will also be a focus.

Sky will continue to offer red-button interactivity where users can get more information on news, weather and programmes but will stop red-button advertising.

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