FMCG giants turn off costly TV in favour of glossies

A raft of major FMCG brand owners are shifting part of their media spend from TV into magazines, in search of better targeting opportunities and to fight airtime inflation.

A raft of major FMCG brand owners are shifting part of their media

spend from TV into magazines, in search of better targeting

opportunities and to fight airtime inflation.

Kellogg, Unilever, Kraft Jacob Suchard (KJS) and Cadbury are among the

big spenders beefing up their ad presence in women’s, men’s and youth

magazines. Many have opted to use titles which have enjoyed big

circulation rises, such as Sugar, FHM and Hello!

Observers believe the move has been triggered not only by a desire among

advertisers to target more specific audiences, but also because of a

growing impatience with spiralling airtime costs and the negotiating

tactics used by a number of TV contractors.

Barry Spencer, media communications manager at KJS, confirmed he had

increased expenditure in women’s titles and said it was part of an

ongoing trend.

KJS traditionally spends around pounds 19m a year on TV. Spencer

estimated he has so far moved between 10% and 15% of his cash from TV to

women’s magazines.

Cadbury is spending pounds 400,000 on its current Milk Tray campaign,

which runs until April. Last year, the brand did not use press at


Kellogg and Procter & Gamble have both signed deals to use Emap’s Elle,

which was not included in their schedules last year.


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