Broadcasters' digital TV adspend rockets says MMS

The amount UK broadcasters spend on advertising their digital TV services has rocketed over the last 12 months, according to MMS figures.

The amount UK broadcasters spend on advertising their digital TV

services has rocketed over the last 12 months, according to MMS

figures.



MMS data, compiled by Admap/CIA MediaLab and published by the media

intelligence firm Mediatel, shows that promotional spend on digital TV

has increased to pounds 150 million - an annual hike of 79 per cent.



BSkyB spent the lion's share, ploughing pounds 25 million into promoting

the Sky Digital brand. The broadcaster spent over pounds 47 million on

advertising in general over the 12 months to June 1999.



Similarly, Carlton and Granada invested a joint pounds 22 million in

getting the ONdigital terrestrial television service up and running.



This pushed terrestrial TV's total adspend up by 240 per cent year on

year.



According to Mediatel, there is a growing trend among television

companies to promote their programmes as brands.



This is especially a feature of Channels 4 and 5 - third and eighth in

the MMS spend tables respectively - both of which promote their own

shows in commercial breaks.





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