OPINION: EDITOR’S COMMENT - Cricket fans are not bowled over by ad saturation

It seems that woolly balaclava from great auntie Grace is going to come in handy after all, as I plan to launch a crazed attack on the Chertsey headquarters of Regus, the ’instant office’ company.

It seems that woolly balaclava from great auntie Grace is going to

come in handy after all, as I plan to launch a crazed attack on the

Chertsey headquarters of Regus, the ’instant office’ company.



I hope the newly knighted Sir Martin Sorrell will be joining me, since

he is also a cricket lover, and will therefore have suffered the same

barrage of tedious Regus ads that dogged me through my holidays.



Commercials for Regus have aired at least once every 20 minutes

throughout the 20 days of Talk Radio’s test match coverage. That’s about

20 ads a day, which makes about 400 ads over the series. ’You’ll never

be caught out with Regus,’ we were told again and again and again.



What’s more, the commentators have clearly been instructed to bring up

the subject of office accommodation as often as they can, leading to

some very bizarre comments. Only Geoffrey Boycott seemed unable to slip

a reference to ’instant offices’ into a description of a cover

drive.



All right, so saturation is one of the weapons in a media buyer’s

armoury, but it is still important to consider how your ads are going to

be received.



Regus could have run half or even quarter of the ads and still left an

indelible impression on the average cricket fan. Instead, it went for

saturation and ended up antagonising some of the audience. Good work

from the Talk Radio sales team, but I’m not sure about the buying

strategy.



It is becoming increasingly hard to grab the attention of the punters -

who are immune to all but the most penetrative advertising - but with a

bit of creative thought, surely blunt saturation tactics can be avoided.



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