Advertisers are learning the lessons of the last recession and not
using fears about an economic downturn as a reason to cut media spend,
the conference was told.
Despite tougher trading conditions, the UK TV ad market continues to be
buoyant, Jerry Hill, the TSMS chief executive, said.
But he warned delegates: ’It’s early days and nothing can be taken for
Hill cautioned media owners to be on their guard in case an unexpected
drop in consumer demand caused advertising commitments to waver.
But he claimed that the ironic effect of last year’s doom-laden
headlines about impending recession had ’been helpful in galvanising a
more strategic process early’.
At the same time, Hill said that the tougher climate had drawn attention
to the accountability of media and a reappraisal of TV’s role.
He insisted TV was breaking free of its historic vulnerability during
tough trading periods when fears were expressed that the medium had
little, if any, short-term measurable sales effect.
’I think these long-held attitudes are changing,’ he said. ’Witness the
most dynamic growth sectors over recent years being sectors requiring
short-term sales response. Now over a third of all TV commercials carry
a phone number or a web address.’