Television Ads Survive Recession

In a study carried out by The Billett Consultancy entitled ‘TV Advertising in a Recession – Today and Tomorrow’, results maintain that continuing to advertise on TV during the recession has been worth it despite criticism to the contrary. The report finds a positive correlation between television adspend and maintaining market share during the economic slump.

In the survey 127 consumer goods brands were studied, comparing sales performances and TV adspend during the first halves of 1991/92. Findings showed that highest performing brands increased advertising by 7%, whilst gaining a market share increase of 1.1%. Lowest brands reduced advertising by 8%, with a fall of 1.6%.

“Cutting back on adspend appears to be a dangerously short-sighted economy” says John Billett of CIA Billett “Apart from immediate sales revenue, brands which maintain or increase market share in this tough economic climate can face the future with the knowledge that they are well positioned to take advantage of post – recession conditions”.

Billett Consultancy: 071 928 6244