The Week: Media news - Slump aids Aviva rebrand

Aviva has saved vast sums of money on its latest rebranding advertising campaign because of deflation in the media market and a lack of demand for roadside billboards, it has claimed.

The group said it has had posters on roadside billboards for four months between January and April, which would typically only have been up for two weeks, because there was no demand for the vacant space.