Fox Plans to Reduce Ad Load to 2 Minutes Per Hour by 2020 !!!
The issue of overdose of advertising airtime on Greek airwaves is the major complaint for every advertiser and every viewer, but nobody takes any action.
Obviously, Greek TV must reinvent the way that does business. These days FOX chose a path that leads to a completely new paradigm: Too little advertising at a too high a price. They may have gone too far, but they are on the right track. At the other end of the spectrum, the Greek Channels technically operate under the specs of the Greek Media law, allowing 12 min of advertising per hour, but practically neighboring ad breaks at the hour may offer more creative combinations. Then self-advertising of the Channels’ shows is added on top.
So two very real threats are growing, undermining the future of the Television business in Greece:
- Digital media with their much sharper targeting ability, overtake a growing percentage of the pie.
- The impact of TV advertising is quickly deteriorating. Retailers that are counting at the end of the day, are the first to know that ROI fades-off very quickly after the campaigns are taken out of the air.
The remedy could be no other than a combination of
- trimming down ad airtime,
- dividing into more short breaks,
- discovering the point where effectiveness is served and cost doesn’t go through the roof,
- doing the right homework for planning: Objectives? Tactics? Surrounding environment? Not only there is too much advertising on TV, there is also on digital media and people are also obstructed by the difficulties of making ends meet. So what’s the priority? Intense bursts or higher Coverage and less Frequency? Ask the experts first! Seek evidence!
Business analytics need to combine all available data and media experts to suggest the starting points. I.e. where do they suspect there are correlations. At Mediarisk we are exploring such initiatives.