Illogical airtime price, cluttered mediaspace, outdated advertising technology are the reasons why Heineken has withdrawn all its television advertising estimated to be of around ‘6.5m from British Television. Europe’s largest brewery whose beer sold in over 170 countries pointed out that due to the hindrances it could not able to reach effectively to 18-25 year target market. The company will though continue to sustain its media spends in Rugby Union’s Heinken Cup and UEFA Champion’s League.
It will be interesting to see how media analysts respond to the incident. Well, it would be a blind version to predict it as a ‘television-advertising-is-dying-phenomenon’. A recent PriceWaterCooperHouse report is positive about British TV advertising market. The report says that the advertising revenue is poised for a decent growth over the next decades. Report here.
