Magazine article Marketing

All Up for Grabs in TVS Row

Magazine article Marketing

All Up for Grabs in TVS Row

Article excerpt

ALL UP FOR GRABS IN TVS ROW

Southern TV contractor TVS is facing a bleak winter as Unilever's decision to pull its ads encourages other disgruntled advertisers to seek lower rates.

Unilever last week decided to divert its 10m [pounds] plus ad spend for the region into press, posters, radio and direct marketing -- rather than agree to the rates that TVS was demanding.

Tim Shepherd-Smith, chairman of Unilever's UK Advertising Committee representing brands from Timotei to Birds Eye and Flora, denies his move is meant to send any signals to other advertisers, but his initiative is being seized upon by others as a chance to get their own back on TVS. TVS has traditionally played on its affluent southern area to charge high rates.

Says the managing director of one major advertiser, who asks not to be named: "The fact is that TVS is very expensive compared to its proportion of the country. Unilever's action has made my negotiating position much stronger. It is about time these guys are put under pressure".

Adds a senior media buyer, "TVS is the most expensive contractor and some planners believe it is over-priced. …

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