That’s because share of voice equates to share of market. So, instead of going dark COVID-19 may well be your brand’s time to shine.
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 a the UK’s Institute of Practitioners in Advertising (IPA recent work), 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 their 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
Deep Dives
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.
Deep Dives
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 […]
Deep Dives
Given the economic impact of CV-19, it’s tempting to cut advertising spend. While that may help to balance the P&L in the short term, it pays to consider the long […]
Deep Dives
How do Australian marketers connect with audiences effectively to drive positive business outcomes and, ultimately, growth?
Deep Dives / Travel
Travel is an industry that is always looking forwards. Yes, towards future bookings, but also towards greater innovation. Today’s customers demand ever more personalised, efficient and frictionless services. And, with […]
Deep Dives / Upfronts
Australia’s commercial TV broadcasters have got a massive year planned in 2020. From fresh new programming to returning favourites and innovations in technology and data, there’s a lot to take […]
Deep Dives / Publications
Recognising the significant challenges and opportunities facing the finance and banking sector, the first deep dive of ThinkTV’s The Future Series takes a look into consumers’ relationships with banks.
Deep Dives / Retail
The nights are getting warmer, the days are getting longer, and it can only mean one thing, the countdown to Christmas has begun.
Deep Dives / Clickety Boom
TV advertising drives short and long-term business results for hipages. Keen to explore the impact of TV on a business that had largely relied on search advertising, ThinkTV found an […]
Deep Dives / Publications
In our ever-changing world it’s easy to feel a bit overloaded with new terms and jargon. It sometimes feels like we’re speaking a different language. And in some ways we […]