21/09/2005 18:45
Expenditure for TV advertising showed an increase of 4% in the first half of 2005. According to AGB data, the advertising turnover of all five TV channels stood at £49 million against £47 million in 2004. TV viewers were “bombarded” by 149 thousand advertisements, 6% more than last year. The car importers and supermarket owners strengthened their TV promotion, while banks kept it at the same levels.
Specifically, cars rank first in TV advertising with a turnover of £3.4 million (70% higher than in 2004) followed by the supermarkets with £2.3 million (+39%) and banks with £1.71 million.
As regards to the cost, an average advertisement cost £334 in the first half of 2005, which is 1.5% lower than last year. Market officials support that the AGB data include the advertising time which is “free of charge” in the form of a barter. Real expenditure is lower by 30-35%.
TV advertising remains popular
Despite the fact that companies have started to use other means of promotion as well – such as public relations – the TV advertising is still going up. “This is mostly attributable to the upward trend of the new model shops”, Secretary of the Cyprus Advertising Association, Tasia Yiannara told StockWatch.
TV advertising holds 50% of total advertising. “There will be a marginal increase in the near future. TV advertising will never be passed over since it is the only means that combines sound, picture and move” Mrs. Yiannara said.
According to circles, magazine advertising ranks second with 17%, newspaper advertising third with 15% and radio advertising fourth with 8%. As for the Internet, the rate is particularly low.
Better targeting
Despite the marginal increase in their budgets, all those who promote their products via advertisements do not rely on. Vice Chairman of their Association, Linos Ermogenides told StockWatch that they try to take advantage of additional tools that improve the targeting of advertisements. Mr. Ermogenides stressed the need for the better management of the relation with the existing customers, the improvement of the existing databases and new advertising rapprochements.
Specifically, cars rank first in TV advertising with a turnover of £3.4 million (70% higher than in 2004) followed by the supermarkets with £2.3 million (+39%) and banks with £1.71 million.
As regards to the cost, an average advertisement cost £334 in the first half of 2005, which is 1.5% lower than last year. Market officials support that the AGB data include the advertising time which is “free of charge” in the form of a barter. Real expenditure is lower by 30-35%.
TV advertising remains popular
Despite the fact that companies have started to use other means of promotion as well – such as public relations – the TV advertising is still going up. “This is mostly attributable to the upward trend of the new model shops”, Secretary of the Cyprus Advertising Association, Tasia Yiannara told StockWatch.
TV advertising holds 50% of total advertising. “There will be a marginal increase in the near future. TV advertising will never be passed over since it is the only means that combines sound, picture and move” Mrs. Yiannara said.
According to circles, magazine advertising ranks second with 17%, newspaper advertising third with 15% and radio advertising fourth with 8%. As for the Internet, the rate is particularly low.
Better targeting
Despite the marginal increase in their budgets, all those who promote their products via advertisements do not rely on. Vice Chairman of their Association, Linos Ermogenides told StockWatch that they try to take advantage of additional tools that improve the targeting of advertisements. Mr. Ermogenides stressed the need for the better management of the relation with the existing customers, the improvement of the existing databases and new advertising rapprochements.
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