Magazine article Marketing

MEDIA: Reducing Your TV Spend Is a Risky Strategy

Magazine article Marketing

MEDIA: Reducing Your TV Spend Is a Risky Strategy

Article excerpt

Andrew Harrison is one of the UK's most impressive marketing directors. When he talks, people listen, and for the past two years he has talked about TV a lot.

His main focus has been the diminishing role it now plays in his company's plans. He has been both eloquent and insightful, but there's a growing feeling that a couple of his points are now dated, or at least worthy of interrogation.

In his latest FT article, Harrison says that TV no longer needs to be first choice on the media plan. With more media options than ever before, I agree that brands can now benefit from a multimedia strategy, but to reduce your TV spend over time is a high-risk strategy. Dr Stephen Buck's recent study for the Advertising Association demonstrates a causal link between TV adspend and maintaining or increasing market share for premium brands. 'Winners,' he says, 'spend relatively more on TV advertising than losers.'

Harrison maintains that TV doesn't sell itself well enough. I have some sympathy with this. Have we been knocking Harrison's door down with proof that those brands that stick with TV prosper? Probably not. But from what I've seen of Channel 4, five, Sky and IDS in client presentations they do a good job for the category as a whole. …

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