Magazine article Marketing

Opinion: The Marketing Society Forum - TV Airtime Is at Its Cheapest for Years. Is It Time to Move Back?

Magazine article Marketing

Opinion: The Marketing Society Forum - TV Airtime Is at Its Cheapest for Years. Is It Time to Move Back?

Article excerpt

The cost of reaching 1000 adults via a TV ad spot has fallen from just over pounds 7 in 1997 to pounds 5.74 this year. Will this reverse the tide of budgets being moved out of the medium?

CHRIS INGRAM, FOUNDING PARTNER, THE INGRAM PARTNERSHIP

Talking about moving back into TV implies it must have made sense to move out in the first place. In fact, TV is less strong than it was, particularly for certain audiences.

For those advertisers affected, it was, and is, right to move a chunk of their budget to other media. TV has four key problems: it is unloved, unfashionable, losing audience share and its market leader is suffering a crisis of confidence.

Only one of these issues is factual, the others are about perception Too many media execs still plan TV archaically, allocating funds on the basis of weight, not sales potential. Of course, buyers should take advantage of the good value, but don't expect it to happen quickly.

MIKE MORAN, MANAGING PARTNER, THE ORCHARD CONSULTANCY

The simple answer is yes. For those who are looking to get broadcast brand awareness, TV is very cost-effective.

However, marketers should be aware of the shift in media habits. Consumers are using media for different things and in different ways, so established brands may not wish to plough more money into TV.

Well-known brands are more likely to spend their budgets online, experimenting with customer acquisition.

Marketers cannot ignore the brand communication opportunities offered by the internet. Previously, it has been a cost-per-thousand/cost-per-click acquisition model, but now there are superior ways advertisers can use the web. …

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