EVEN WHERE YOU HAVE THE BUDGET – TELEVISION SHOULD NOT BE THE FIRST CONSIDERATION – 3 OBSERVATIONS The first question media planners tend to ask in an advertising agency when putting together media recommendation for a client is – ‘do they have a budget for television?’ There are three reasons for this: Many are still […]

EVEN WHERE YOU HAVE THE BUDGET – TELEVISION SHOULD NOT BE THE FIRST CONSIDERATION – 3 OBSERVATIONS The first question media planners tend to ask in an advertising agency when putting together media recommendation for a client is – ‘do they have a budget for television?’ There are three reasons for this: Many are still in an old media mind set – it is what they have always asked They like making television commercials and winning awards for them. They still see television as the ultimate in media. It is seen as the best thing to buy. This is perhaps why television media sales in Australia continue to grow, albeit slowly. While television media sales are expected to grow slowly around the world from US$175 billion in 2016 to US$199 in 2019 (less than 1% per annum growth) – in Australia the growth rate is 0.6% according to Zenith. This…