The Dutch brewer will announce today that it is calling time on next year’s £6.5 million television advertising budget in Britain and switching the money into sport sponsorship and point-of-sale promotions.
The move will be seen as a new blow to the £3.5 billion television advertising market as the cost- effectiveness of traditional advertising breaks on commercial television channels is questioned increasingly.
Rob Marijnen, managing director of Heineken UK, said that a number of factors had prompted it to put its money elsewhere, including the rising cost of buying airtime and the advent of Sky Plus, which enables viewers to skip ads.
“The enormously cluttered environment in TV ads makes it difficult to make standout ads,” he said. “It’s also very expensive and it’s questionable as to its effectiveness.”
Mr Marijnen said that growing “media fragmentation” meant it was proving increasingly difficult to reach its core target market of 18 to 26 year olds in an effective way through television.
He added: “I’m not saying it’s farewell to TV for ever. We will look at it again, but for the time being we need to look at other avenues, in particular by creating more visibility for the brand at the point of purchase. (Times Online)