The Future Of UK TV Ad Revenues

With UK TV revenues in decline and the huge range of commercial airtime available, how do the television companies fill their ad space ?
With major brands cutting back on their advertising budgets and a vast number of traditional advertiser in trouble due to the economic down turn,Where Next ?

We firstly have to accept the fact that the face of UK media has changed forever and will continue to change day in day out , ie the days when families would sit round the TV to watch 'The London Palladium' and programs would attract 25m viewers are long gone.

UK media is now more fragmented than it has ever been, with a wide range of media channel options available for today's consumers and advertisers.

We have seen a continuing increase in spends in online and the emergence of 'Social Media Networks'. Which are attracting an ever increasing number of consumers?

Is the answer available in online.

Well I believe the days of big brand advertising on UK TV may never reach the levels they did in the past due to the shift in how today's consumers have changed their media habit's.

So the whole point of my brief article here is about how do you fill that void ?

I also believe television advertising is still one of the leading media channels available for advertisers and still carries huge impact with viewers. Just look at new programs such as 'Britains Got Talent' as an example.

In my opinion it is time to encourage the smaller businesses onto TV as now is the time for them to be able to afford to do so. The options available to them has never been so vast and I believe this is where that void will be filled.
However one of the biggest problems facing any new and smaller advertisers onto TV has always been the cost of production.
This is where I also believe online can help.

I came across a web site online some time back and am sure many of you reading this article have already heard of it 'Spot Runner'. If you haven't please read the article below first :

About Spot Runner
Headquartered in Los Angeles, Spot Runner is the first Internet-based ad agency that makes it easy and affordable for local businesses to advertise on TV. With Spot Runner's revolutionary approach to commercial production, media planning and media buying services, local businesses now have access to a powerful marketing tool that was previously out of their reach. Advertisers can choose from a comprehensive library of professionally produced ads which can be viewed, purchased and personalized in a simple process online. With its proprietary media planning engine, Spot Runner also creates customized media plans by using some basic information entered by the advertiser, such as their industry, target demographics and budget. The entire process, which can traditionally take months and hundreds of thousands of dollars, now takes just days and at a fraction of the cost. Spot Runner manages each account by securing the ad buy, placing and tracking the ads, and analyzing viewership and demographic information. All of it is available online - a simple mouse click away.
http://www.spotrunner.com/
please click here to visit their web site

There seems to be no reason for a system like this not to be operated here in the UK.
Let me also clarify I don't work for this company in any capacity.

I just think that a system like this could help to fill that void by encouraging smaller and local advertisers into the marketplace due to the lower cost of production, also with the number of stations available and over supply of airtime, what a better way and time to get smaller advertisers on board ?

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Author
Harry Wilson

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