TV Advertisers Move Towards Broader Media Mix

The top spending advertisers on TV are moving away from the medium towards a broader media mix, according to new analysis from CIA MediaLab. The figures show that over the last five years the proportion of adspend of the top 30 TV advertisers spent on TV has dropped from 73.8% in 1997 to 67.2% for the first six months of this year. During the same period, the proportion of adspend allocated to Press, Radio and Cinema by these advertisers has risen considerably.

CIA identifies Press and Radio as the main beneficiaries of the move away from TV. Five years ago, 16.7% of adspend by the top 30 TV advertisers went on Press advertising. This year the figure has reached 20%. Similarly, Radio claimed 3.3% five years ago, but 5.7% now.

Looking at the top 15 TV advertising spenders between 1997 and 2000, it can be observed this group of companies as a whole spent 10% less on TV ads in 2000 than in 1999, with nine of the group cutting TV spend during last year. The same group increased their Press spend by around 9%. Although the total adspend of the group has decreased, this is due almost entirely to the drops in TV spend. The most significant cut was that of top TV adspender Procter & Gamble, which slashed a third off its TV spending between 1999 and 2000.

CIA MediaLab: 020 7803 2000 www.cia.co.uk

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