Turning teenage as a TV buyer F
Rachel Crosby, associate director at media buying agency, MediaCom, looks back over her thirteen years in the industry to see how things have changed.
or 13 years, I have been involved in media communications on behalf of toy and family advertisers, with responsibility for planning and buying their TV airtime. For the last ten of
those years I have been at MediaCom and have been honoured to work on accounts such as Zapf, Bratz, Little Tikes, Tomy, Re:creation and John Adams to name but a few. At MediaCom we have a bespoke
research project – the School Children’s Attitude Monitor, which has now been going for 13 years – the same amount of time I
have been buying media in this area. So this seems the perfect time, as I and the research project hit our teens, to review how things have changed over this period.
Firstly – how has TV buying
changed? When I was fi rst buying TV airtime aimed
at kids there were six main sales houses to buy from. Firstly ITV, which at that point had a terrestrial output aimed at kids on both weekend mornings, and after-school on weekday afternoons. These were priced higher than anyone else’s offerings, but equally delivered scale that could justify its price. You could regularly reach 12 percent of all kids in the UK with one spot on a
Saturday morning during SM:TV Live during the days of Ant and Dec, and 7 percent with spots in shows such as Art Attack in the afternoons. As a result, ITV1 took an average of 30 percent plus of toy advertisers’ money each year and was the ‘must have’ addition to any media plan.
GMTV which launched in 1993 was also
able to deliver strong numbers of young viewers at the weekends in the early mornings, and on weekdays during school holidays. Being the only other terrestrial provider at a time, when 40% of kids did not have access to satellite TV, this was a big channel to use. One of the other key terrestrial stations, Five, had only just
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