Netflix with ads draws some big brands – but others are unimpressed

L'Oreal and Budweiser owner advertise on Basic with Ads but high prices for slots put off some agencies

• Netflix has adverts now - how did it come to this?

Netflix has launched its first subscription package featuring ads in a drive to reignite growth by attracting cost-conscious users, but the hurried launch, high prices for slots and accompanying demands have left some advertisers unconvinced.

Basic with Ads, which went live in 12 countries this week, costs 4.99 a month in the UK - 2 less than its cheapest ad-free package - and hopes to lure households whose budgets are shrinking in the cost of living crisis.