Property portal challenger to launch TV campaign

New property portal OnTheMarket will start promoting itself to TV viewers on Sunday – six days after the site’s official launch.

The TV advertising campaign will be aired on ITV, Channel 4. Channel 5 and satellite channels, as well as video on demand and will play a significant role in deciding whether OnTheMarket achieves its stated aim of breaking the dominance of Zoopla and RightMove.

In the video: OnTheMarket's TV ad will be shown on domestic and satellite channels from 1 February

Commentators say, ultimately, the site’s success will hinge on how many homes it can show would-be buyers. We took a look at the numbers on launch day, and what other features it had to offer, versus the two main players.

OnTheMarket is led by PrimeLocation founder Ian Springett and includes property heavyweights Savills, Knight Frank, Strutt & Parker, Chesterton Humberts, Douglas & Gordon and Glentree Estates.

Any agent that signs up to OnTheMarket must drop either RightMove or Zoopla. However, the site’s owners point out to sellers that choosing an agent who is a member of means that their property will not be mixed in with homes being marketed by remotely located, part service internet-only operators or directly by private sellers or landlords.

“Every property you see at is on the market with full-service, office-based estate or letting agents who are experts in their local area,” the site says.