Magazine article Marketing

Inflation Blamed for Fall in TV Food Ads

Magazine article Marketing

Inflation Blamed for Fall in TV Food Ads

Article excerpt

A reduced focus by TV companies on food advertisers, and TV inflation for key FMCG target audiences has led to a 9% decline in the medium's share of UK food advertising in the past five years, according to The Billett Consultancy.

Speaking to an audience of 65 advertisers, media agencies and media owners, John Billett, chairman of the Billett Consultancy, described how a 33% inflation in housewife cost per thousand over the past five years, together with a reduction in access to quality peaktime programmes, has led to food advertisers' "waning love affair with TV".

This, he said, has resulted in TV's share of food ads falling from 85% in 1995 to 76% in 1999. By contrast, outdoor and consumer press have increased their share of food ads over the same period by 6% and 2% respectively.

In addition, Billett claimed the number of food brands advertised on TV has declined by 125, from 733 in 1995 to 608 in 1999. He said this trend should greatly concern TV contractors as "brand count has always been a prime indicator of a medium's health". …

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