Please fill in your details below to access this file

Competitive advantages of maintaining ad investment during CV-19

Analysis of marketing spend in difficult economic times shows brands that maintain or increase advertising, relative to competitors, gain market share compared to those who reduce or stop advertising.

Australia’s leading premium content creation companies have joined together to launch a campaign to show marketers the competitive advantage of maintaining or growing their advertising investment during CV-19.

The ‘When they go dark, the spotlight is yours’ campaign, inspired by the work of the UK’s Institute of Practitioners in Advertising (IPA), draws on independent analysis of advertising spend patterns during the 2008 recession in the UK.

The research found brands that maintained or increased advertising investment, relative to competitors, gained market share during and after the downturn. The IPA in the UK was kind enough to allow ThinkTV to share its research.

The Premium Content Alliance CEO Kim Portrate said: “We know what a difficult time this is for advertisers and consumers. We firmly believe advertising is a business driver that has a flow on effect for brands, and the evidence supports the need for marketers to continue to connect with audiences. Brands that connect in trusted premium content environments will be best placed when the worst of the COVID-19 crisis is behind us.”

[1] Source: emma CMV Nov 19; OzTAM

Share this article

More like this

Meaty marketing insights to make your next campaign sizzle

Deep Dives

Meaty marketing insights to make your next campaign sizzle

Meat and Livestock Australia’s Nathan Low on the underlying disciplines of marketing and inheriting that iconic lamb campaign.

At the checkout: FMCG brands in 2021

Deep Dives / Retail

At the checkout: FMCG brands in 2021

Sales are up but ad spend is down. Are FMCG brands leaving themselves vulnerable in the wake of COVID?

Maximise return in the long and short-term

Deep Dives / Finance

Maximise return in the long and short-term

As Australia emerges from the pandemic, the need to advertise is paramount. But when, where, what and, most importantly, how can you be certain your investment will work?

On the money: winning share in the competitive finance market

Deep Dives / Finance

On the money: winning share in the competitive finance market

Discover the changing marketing & media rules for finance marketers in 2021, amid ongoing changing consumer behaviour.

Business Drivers

Deep Dives

Business Drivers

How do Australian marketers connect with audiences effectively to drive positive business outcomes and, ultimately, growth?

Retail ThinkTank

Deep Dives / Retail

Retail ThinkTank

How the e-comm phenom has turned TV into the new retail shopfront

COVID, Christmas and the e-comm phenom

Deep Dives / Retail

COVID, Christmas and the e-comm phenom

Why TV is the new retail shopfront and how to put it to work for your business.

In uncertain times be TV certain

Deep Dives / Effectiveness

In uncertain times be TV certain

2020 brought a lot of uncertainty. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to […]

Get ready to be entertained

Deep Dives

Get ready to be entertained

Throughout CV-19, Australia’s commercial broadcasters have kept audiences entertained with a plethora of locally produced content and they’re just getting started. Find out what’s yet to come in 2020.

Advertising out of CV-19

Deep Dives

Advertising out of CV-19

As people start to slowly emerge from lockdown taking tentative steps towards recovery, what does this mean for businesses and brands? Should pre-CV strategies be turned on their head or […]