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
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
’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.