Xmas spirits ads to raise airtime costs

Spirits advertisers are likely to precipitate a sharp increase in TV airtime prices in the run-up to Christmas, say airtime buyers.

Brands Bacardi and Teachers are cancelling their traditional autumn poster campaigns, indicating plans to move their media spend to TV. Other brands, such as Martell and Bells, are also expected to announce a strategic shift in spend before Christmas.

Agencies say an influx of spirits advertisers’ money could trigger media inflation in November and December, when competition for key audiences peak. Spirits advertisers spent about 8m on outdoor in the last quarter of 1994.

One media director estimates media inflation for target groups could be pushed up by between five and ten per cent.

“There will be a bunfight for airtime,” says Mike Tunnicliffe, managing director of CIA Medianetwork. “That will impact on beer, finance and car advertisers who chase the same demographics.” Demand for late evening day parts and ABC1 male audiences is likely to grow as spirits advertisers move onto TV.

Meanwhile, Virgin Vodka will be the first high-strength spirit to advertise on UK TV since the voluntary ban was dropped on June 1. Advertising breaks on Channel 4 this week and will last for three days.

The ad, by Rainey Kelly Campbell Roalfe, will be an “introductory campaign”. It will play on being the first and feature the brand message: “Triple-distilled for extra purity.”

Virgin Trading Company marketing director James Kydd says the ads tie in with the launch of Virgin Vodka, rolled out nationally in mid-May.

Virgin says it is reviewing whether to include TV advertising on a longer-term basis.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here