Re: UKNM: Newspapers shaft dot-coms big time

[Bryan_Jago]

Manou,


  Yup, you can get gazumped in TV however TV in the UK is bought, in the main, by

Television Ratings (TVRs) not by slot (You can buy slot by slot but it is

phenomenally expensive even by TV standards).  TV Contractors will put together

a list of slots that, based on BARB research data, provides the level of ratings

you require (You tell them you need 180TVRs, they provide a list of slots that

data suggests will provide them!).  You can arrange to have slots moved but

invariably this is on a trade off basis against other slots they have

provisionally offered you.  If you get gazumped then your slot will move to an

equivalent ratings generating slot or you'll get several slots which combined

make sure the TVR target is reached.  1TVR equals 1% of the target audience.

Unfortunately, because we all watch SO much TV, 100TVRs does not equal 100% of

your target audience since many people will be reached more than once.


My point was, that unlike other media, TV actually gets more expensive the

closer to the actual airing date you are.  As you pointed out, in Press you can

pick up some great short term rates if you wait to the last minute.  In the case

of TV, if you book after an Advance Booking deadline (circa 2 months prior to

the month of airtime) then costs start to rise .  The average rise is 5% per

week.  Therefore, if you book 1 month after the AB deadline, your budget is

going to buy circa 20% less TV Airtime than if you'd booked before the deadline.


Obviously, if all the dotcoms increase ad spend on TV and all present

advertisers remain then prices will rise (due to the limited supply).  Maybe, if

there is enough pressure, maybe we'll get 3 million channels to provide enough

advertiser airtime!  Anyone want to advertise on the 'Watch Grass Grow'

Channel??


Bryan



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