Increased consolidation within ITV could be a 'pyrrhic victory',
unless TV contractors move to broaden their offering, according to
Andrew Harrison, marketing director for Nestle Rowntree.
Harrison warned that advertisers are increasingly looking for a share of
total media rather than a share of TV media as the means of setting
He forecast that 'much less' than two-thirds of Nestle's budget will be
spent on TV during the next three years.
Within this context, TV contractors' insistence on a share of broadcast
deals is a 'double jeopardy', said Harrison. He called on TV bosses to
develop a 'new business model', including partnerships with competitors
and more cross-media sells to tailor products to clients' needs.
'If Nescafe sponsors Friends, what is the deal that ties in the
sponsorship with outdoor, regular TV advertising, studio deals and
promotions?' he asked.
Harrison said media owners should work to develop more strategic
partnerships with advertisers to address issues such as ensuring an open
advertising environment for children's programming, rather than engage
in adversarial negotiations.
Underlining the need for unified systems for measuring audiences on
different platforms, Harrison said TV companies should lead efforts to
pull the measurements together.