+- +-

+-News Feed

Welcome, Guest.
Please login or register.

Login with your social network

Forgot your password?

+-Stats ezBlock

Total Members: 937
Latest: tanawut1234
New This Month: 16
New This Week: 19
New Today: 4
Total Posts: 8097
Total Topics: 6606
Most Online Today: 32
Most Online Ever: 2390
(October 19, 2022, 01:31:20 pm)
Users Online
Members: 0
Guests: 13
Total: 13


View Shout History

Author Topic: Novemberís Chart of the Month: During times of economic uncertainty, take advantage of cost-effective media  (Read 288 times)

Offline habits

  • Groupbie
  • **
  • Posts: 120
  • Karma: +0/-0
    • View Profile
Given the current economic climate, marketing budgets are increasingly under pressure with every investment needing to be justified.

At this yearís IPA EffWorks Global, Les Binet (Group Head of Effectiveness of adam&eveDDB) provided a framework for planning media in economic uncertainty. During the session, ĎMarketing in the post covid economyí, Binet highlighted how short and long term investments should be dialled up and down depending on various factors.

One of the factors that Binet advises marketers to take advantage of is the value for money ratio for TV Ė a measure of the relative cost (CPT) of TV compared with the volume of total consumer spending.  Binetís data shows that the ratio has been rising over time as TV pricing has not kept pace with consumer spending in the long run Ė TVís value for money has been getting better over time, particularly since 2000 due to increased competition from the tech giants.

Interestingly, when we focus specifically on times of recession (the 1970s, the 1990s, 2001 and more recently 2020 which was impacted by the global financial crisis and Covid), TVís value for money increased sharply. The 1981 recession is the only exception.

This highlights the opportunity that advertisers and planners can take advantage of. If your particular sector is performing well, this is the perfect opportunity to buy share of voice, a method utilised by FMCG advertisers as they increased investment in TV during the pandemic.


Share on Facebook Share on Twitter


+-Recent Topics

Extender con gwx4108 y 5 atas ht802 , es posible? by sirin yalaruk
Today at 01:44:27 pm

Which industries seem like good areas to invest in these days? by tanawut1234
Today at 11:49:11 am

How old should a child be before they are allowed to use the internet? by Cherry9969
Today at 11:01:51 am

Can anyone suggest how to move on as quickly as possible? by tonton98
Today at 10:35:43 am

help recommend movies online can you give it to me by iiyada
Today at 09:48:23 am

What is the fastest internet in the world? by muffin8
Today at 09:22:00 am

Creation of movies for online distribution Is it possible to make money and from what channels? by iiyada
Today at 07:20:39 am

Hello friends Please introduce me about this place. by Indy lomchoy
Today at 06:55:38 am

Tile baseboard how to by allcasino365
Today at 02:28:24 am

go girls by cltss
Today at 12:22:45 am