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
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
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.