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.
