Magazine article Marketing

IBA Must Come off the Fence

Magazine article Marketing

IBA Must Come off the Fence

Article excerpt

IBA must come off the fence

Channel 4 chief executive Michael Grade believes that new sponsorship rules for radio and television may involve handing over editorial control "lock, stock and barrel" to advertisers.

Grade's view is extreme, but it appears that many advertisers go some way in agreeing with his argument. In last week's Marketing Forum survey, for example, over two-thirds of advertisers surveyed said they do want to exert editorial influence over programmes they sponsor.

At the same time, two-thirds also agreed that the ability of broadcasters to schedule controversial programmes would suffer if the floodgates were opened to sponsorship under laissez-faire guidelines.

In a nutshell, the results show that advertisers are willing to call a spade a spade on the issue, even if it is brought to you by Spear and Jackson. They will attempt to get away with as much as they can in pushing their products through sponsored programmes. If broadcasters are allowed to sell "advertorial" packages, they will find a healthy market among advertising previously dependent on spot ads.

Quite right too. Marketing directors would be unprofessional if they were not committed to maximising their brand message by actively interfering in programme editorial, given the chance. …

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