TV food advertising to move below-the-line

Media agency buyers fear much of the £39m which Ofcom estimates will be lost from TV because of its crackdown on junk food advertising will be withdrawn from traditional media altogether.

"Some will go into digital, but I think a lot of it will go into below- the-line marketing," said Simon Bevan, head of TV at Vizeum. "The worrying thing is that brands that have been traditionally strong TV advertisers are going to be lost to the medium."
Chris Hayward, head of investment at ZenithOptimedia, said: "Certainly I think some of this revenue will be lost to advertising full stop, but in outdoor and in online there are still opportunities, and also in press."
Azon Howie, director of TV, radio and cinema at Carat, said: "Online and outdoor will be big beneficiaries. The big problem is that it is more money coming out of the TV market at a time it can ill afford it."
"People knew it was coming," added Richard Oliver, broadcast director at Universal McCann. "Every advertiser will have made plans about expenditure that they will take out of TV, although I'm not sure the effect will be massive."
Consumer goods represent about 4.6% of online advertising spend, with junk food a smaller subsection of that figure. In outdoor, food advertisers account for 5% of spend - around £38m a year.
Wayne Arnold, Profero managing director and IPA Digital chairman, estimated as much as £10 to £15m of the £39m spend lost to television could come to online.
He said: "There is much penetration of these advertisers' core audience online, from 12 year olds to 20 year olds. The challenge is that by just moving spend they are passing the problem from one channel to the next. They need to work out how to use it as an effective medium."
Press buyers are predicting more activity in their patch from junk food advertisers, including advertorials in women's magazines. However, many childrens' titles, while accepting some junk food advertising, have a policy against being seen to endorse these products through sponsorships or promotions.
Caroline McDevitt, MD of IPC Advertising, said: "Magazines that reach parents, especially young mums, should benefit as brands will want to promote their conscience. We set up the Great Food Debate last year to acknowledge this, producing a series of advertorials for McDonalds."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Bauer Media restructures sales team around agencies

Bauer Media restructures sales team around agencies

Bauer Media UK, home to brands including heat, Grazia, Empire, Magic and Absolute Radio, has restructured its commercial operation away from platform led sales into teams focused around clients and agency relationships.

Share
Homebase inks three-year Sky IQ deal for customer insight

Homebase inks three-year Sky IQ deal for customer insight

Homebase has signed a three-year deal with BSkyB's customer intelligence arm Sky IQ.

Share
BBC Radio 4 and 6 Music hire Somethin' Else for social media

BBC Radio 4 and 6 Music hire Somethin' Else for social media

BBC Radio 4 and 6 Music have appointed content house Somethin' Else to their social media account, to create more than 100 pieces of activity per month.

Share

Get news by email