Media Edge urges TV uniformity

The Media Edge has called on advertising sales people to help media agencies unravel the ’inefficient and inconsistent’ mixture of TV buying practices across Europe.

The Media Edge has called on advertising sales people to help media

agencies unravel the ’inefficient and inconsistent’ mixture of TV buying

practices across Europe.



The agency, which is the media network of Young & Rubicam, says the

confusion is hampering TV advertisers and could also have implications

for programming.



The call came in a speech by Jane Perry, director of research at the

Media Edge Europe, at a recent research conference in Florence.



’TV buying in Europe is inherently inefficient, particularly in the

largest market,’ Perry said.



’This is mainly due to historic reasons and not the incompetence of the

salesmen. The current hotchpotch of practices is causing confusion in

what is the most important medium for almost all advertisers and

agencies across Europe.’



Perry argued for a uniform system based on GRPs (gross rating points) as

opposed to the traditional spot rates used in many countries. This would

make life easier for buyers, who have to estimate the audience for

particular spots, and also for sellers as it would guarantee the highest

price for each spot.



’The largest markets have some of the strangest practices,’ said

Perry.



’The cost of TV in the UK increases as audiences fall. A system whereby

all airtime is defined in terms of GRPs and priced at cost per GRP makes

sense for both buyer and seller.’



She warned that the short-term nature of TV buying in Europe was leading

to short-term scheduling, resulting in a lack of the long 26- or

52-episode series that sold well in the US.



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