Digital UK, the TV switchover body, is boosting its marketing budget by more than 20% to £30m in 2009. It will rise to £35m in 2010.
The body says its marketing has changed following the first switchover in Cumbria. Beth Thoren, Digital UK marketing director, says it will now spend the bulk of its budget in the weeks before the switchover.
“It is human nature for people to leave things to the last minute – no matter how much money we are spending,” she says. “We started telling people three years in advance.”
She adds that this is why Digital UK is now reducing its spend on national media. It has previously spent about half of its budget on national media and direct marketing.
The switchover of the Granada region, which covers Liverpool and Manchester, will start next year. The ad spend will be concentrated in the region, including outdoor, press and roadshows.
Meanwhile, the body will review its agencies in the next quarter, which it has to do under tender process. It will start with direct marketing, currently held by Rapier. AMV handles advertising, with media planning and buying through MediaCom. Grand Union has its digital account.