Millennium leaves advertisers cold

By LEXIE GODDARD, campaignlive.co.uk, Monday, 06 December 1999 12:00AM

Advertisers are suffering from ’millennium apathy’ and are in danger of missing golden opportunities for brand exposure on New Year’s Eve, according to a report by The Media Edge.

Advertisers are suffering from ’millennium apathy’ and are in

danger of missing golden opportunities for brand exposure on New Year’s

Eve, according to a report by The Media Edge.



The global media agency found that far from the anticipated frenzy of

tactical ads, media owners, planners and buyers across Europe and the US

are treating the New Year’s Eve slot as ’business as usual’.



’The hype around the millennium is ultimately stronger than the

bookings,’ said one Dutch media owner, while a Swedish owner commented:

’We have not sensed a demand for special advertising around the

millennium.’



However, one UK owner said it was offering a 25 per cent premium on ads

spanning the 31 December-1 January period. And some UK broadcasters are

negotiating special sponsorship deals, such as ITV, which has signed up

Toyota to sponsor the channel on New Year’s Eve.



’Millennium apathy, which has affected many consumers, seems to have

permeated through to advertisers in Europe,’ said Media Edge Europe,

Middle East and Africa’s managing director Charles Courtier.



Courtier added that companies are missing ’excellent tactical media

opportunities’ by failing to advertise.



’There are fantastic opportunities for brand exposure for those

companies prepared to take a risk,’ he explained. ’For example, it’s a

perfect opportunity for companies to address the ’mother of all

resolutions’, from the traditional ’get fit or put finances in order’ to

some newer ones like ’get online’.’



The Millennium Bug is partly to blame for this nervousness, according to

The Media Edge. The agency discovered that there has been a marked

decrease in the amount spent on advertising around New Year by

technology-based companies such as telecommunications, airlines and the

automotive sector.



It attributes this to the fact that however ’Y2K compliant’ firms are,

consumers will still shy away from making technology-based purchases

until after January 2000.



Having said this, The Media Edge noted a rise in the amount being pumped

into alcohol and e-commerce advertising across Europe in the run up to

New Year.



This article was first published on campaignlive.co.uk

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