Media buyers and owners are largely treating the New Year's Eve as 'business as usual', according to research by The Media Edge Europe.
The study found few planning special tactical opportunities to take advantage of the 31 December/1 January period. The Media Edge Europe believes that this lack of interest provides more adventurous advertisers with opportunities to capitalise on excellent tactical media opportunities.
The Media Edge Europe canvassed the opinions of media owners, planners and buyers from countries including Denmark, Finland, Holland, Poland, Sweden, Switzerland, the UK and the US.
Commenting on the results of the poll, Charles Courtier, managing Director, The Media Edge EMEA said: "The Millennium apathy is not what we would have anticipated six months ago, when optimism seemed more buoyant. However, this could lend itself to some of the more adventurous clients and agencies taking advantage of the value that will become available to those willing to commit money into this period."
Looking at who is advertising around this period, there is a marked increase in alcohol and e-commerce advertising Europe-wide leading up to the New Year.
But there is a marked decrease in advertising by technology-based products, for example: telecommunications, airlines and the automotive sector and this decrease hangs over into January as well. One notable exception is Toyota, who in the UK will be sponsoring all of ITV on Millennium night.
One of the main reasons the survey found for shying away from advertising during this period is that companies however Y2K compliant and ready they actually are are still faced with consumer mistrust. It is expected that many consumers will shy away from making technology-based purchases until they feel confident that any Millennium bug issues are resolved after January 2000.