SURVIVOR proved to be the game changer of Greek TV. From March till June 2017, every night the show was on screen, 50 to 70% of all viewers were also there. The rest channels have abandoned any hope to fight back on Prime, at least for the current season. Advertisers took notice of course of the [...]
In April 2016 Milton Papadakis was asked by the Greek magazine “Marketing Week” to outline the broad lines of expected TV scene changes in the year. The questions: Changes expected in the TV scenery? Ποιες αλλαγές θα πρέπει να αναμένονται στο τηλεοπτικό περιβάλλον τη χρονιά που διανύουμε; Δύσκολα θα μπορούσε κανείς να τις αντιληφθεί [...]
Media Planning, in order to be effective, needs to examine content. Take for example two skin product categories. Skin care and makeup. Definitely they need very different treating. Skin care is a long term functional concern. Needs continuity planning, with an emphasis on certain periods like the summer after-holidays one. Makeup brings-in "news" all the [...]
Greece follows the broad International consumption trends, but at the same time, as a result of the Financial crisis that started in 2009, subscribes also to a distinct set of values. The Ad community that is at the forefront of sensing the shifting wind, is already adapting. So it is not by accident that [...]
The sales report that IRI just released for the companies selling mostly through the Super Market channel is not positive. But there is also the well known "hidden factor" of Carrefour-Marinopoulos. The chain that almost stopped operating and is now slowly getting back, on a rescue deal by SKLAVENITIS that still is not cleared [...]
As we commented in previous post, November airtime demand not only started very impressively in Greece, but concluded in a 12.5% increase in the number of spots vs. Nov 2015. The already heavily cluttered Prime Time concluded in an even more impressive percentage: +20%. Many explanations can contain partial reasons for this. But according to [...]
November airtime demand started very impressively in Greece. The first week, 1 to 7 Nov, we estimate that Total TV spending is 25%+ vs. 2015, with CPR following close. For the whole month spending will be close to +20%, with CPR not far behind. This last is happening also because MEGA is losing its grip on the market [...]
On Saturday Oct 1st I attended the TEDx Academy 2016 which was held at the Athens Concert Hall (MEGARO). This year the event tried to engage us in Re-imagining Greece of 2030. On the event side, we noticed a small team that was capturing the speeches, one by one, on a graphic installation. People [...]
The question surfaces again and again. How effective is a shorter video versus a longer one of the same content? Google partnered with Mondelez International to find out. And we found their approach compelling! Read more...
The licensing process that has been put in motion by the government has several steps ahead before the settling-in of the new scenery. The most critical expected step, is the decision of the High Court (Ste), that meets in full synthesis on Friday the 30 Sep. to judge on the compatibility of the law & process with the constitution. The 90 days [...]