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It will be the first time in five years that the showground fair has been promoted in this way.

From Saturday, August 1 to Wednesday, August 5, adverts encouraging viewers to visit the fair at the Newark and Nottinghamshire Showground on August 6-7 will run on ITV channels in Yorkshire and the East Midlands. The ten-second ads ask: “Wondering where to source unique pieces to make your house a home? Visit the Newark International Antiques & Collectors’ Fair.”

A total of 42 slots will air during peak and off-peak times. The catchment area covers the three million homes within 40 miles of the Newark event.

Robert Thomas, IACF director, said: “We want to show the public consumer the attraction antiques hold for modern interiors.” He believes TV is the right way to reach a regional audience interested in interiors.