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
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
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