Magazine article Marketing

TV Advertisers 'Strike Back' in Revenue Slump

Magazine article Marketing

TV Advertisers 'Strike Back' in Revenue Slump

Article excerpt

Advertisers were not slow to capitalise on the current strength of their position

The venue for this year's TV conference was the Melia Castilla Hotel, situated in Madrid's notorious red-light district.

While prostitutes touted their services outside the hotel, inside, TV contractors sold their stations/platforms as if their end-of-year bonuses depended on it.

Most overt of all was Mark Springett, marketing director of Video Networks, whose 30-minute presentation was one long plug for the company's video-on-demand service, Home Choice.

Presentations from ITV's John Hardie and Granada's Mick Desmond had the ring of stall holders flogging their wares as the two emphasissed the 'great value' their station offers at the moment. They clearly need to. ITV revenues are down by between 15% and 20% in April, and with the 'R' word hovering in the air, the contrast to this time last year, when inflation on some adult audiences in March reached 22%, could not be greater.

Advertisers were not slow to capitalise on the current strength of their position, and if this year's conference had one central theme, it was 'the advertiser strikes back'. Andrew Harrison, marketing director for Nestle Rowntree, was keen to emphasise the range of media outside TV competing for its advertising pounds. …

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