CSP advertising marketing industry overview

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ASA force I'm A Celebrity app maker to remove gambling ads for breaking rules on children.

CSP AD Omo

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CSP AD NHS

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the ad itself on the NHS channel. One sign of success: its been viewed many times. 

a short guide from a Media student

NOV 2020 Ad industry creates environmental damage, needs regulation 

Guardian reports a study highlighting how the industry promotes consumption.

Tim Kasser, an emeritus professor of psychology at Knox College in Illinois, who co-authored the report, said there was a body of evidence to show that in order to make progress in addressing and reversing climate and ecological degradation, it would be prudent to rein in and change the practices of the advertising industry.

“This report argues that enough sound empirical evidence exists to support the conclusion that the advertising industry indirectly contributes to climate and ecological degradation through its encouragement of materialistic values and goals, the consumption-driving work and spend cycle, and the consumption of two illustrative products, namely beef and tobacco,” Kasser wrote.

The researchers examined several studies linking exposure to advertising with increased materialism. They say such exposure “heightens the priority people place on materialistic values and goals” and is associated with “negative ecological attitudes and unsustainable behaviours”.

Stephen Woodford, chief executive of the Advertising Association, said: “Banning advertising of certain parts of the economy is not the answer; applying pressure on systemic change in the way an industry operates is, and recognising that advertising itself will make the best contribution to climate action by helping promoting these critical changes to people and encourage rapid behaviour change.

“At the same time, our own industry needs to make sure its operations have a real net zero impact which is why we have launched Ad Net Zero to reduce the carbon impact of the development, production and distribution of advertising to real net zero by end 2030. This includes the goal of encouraging advertisers and agencies to measure the carbon impact of their campaigns which is a good and proven first step towards reduction.”

In August, it was revealed the government paid social media personalities to promote the NHS test and trace system; more than 7 million people were reached by posts from celebrities including former Love Island contestants, telling them how to book Covid-19 tests online.

The response, however, was not positive. Social media commenters called it “scandalous” that taxpayer money was spent on “wannabes” and “vacuous media whores”. (Guardian)

CSP AD Galaxy

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Good example of how nostalgia is seen in ads beyond the Galaxy CSP: a decades old Hovis (bread) ad is being brought back. It poses the same question as the Galaxy ad - is part of the nostalgia for a period when the UK/US were mightier, and also whiter (absence of non-Caucasians)? As good today... Hovis brings back its 'boy on the bike' TV advert https://www.theguardian.com/media/2019/jun/03/hovis-boy-on-the-bike-tv-advert-as-good-today-ridley-scott?CMP=Share_AndroidApp_Copy_to_clipboard

May 2020: junk food pre-watershed ban paused but public pressure, NOT ASA, sees Kellogg's cease pushing Pringles on Joe Wicks morning exercise videos (originally for adults but made for families throughout the pandemic).

TV INDUSTRY resources

Barb infographic.

For now, some useful links.

2020

December

Rusbridger opinion piece on how Tory government and Murdoch are attacking the BBC. Guardian.


BBC Bitesize - useful terms, facts, graphs...

UKTV (a brand name) description of their TV channel brands.

Wiki: TV in the UK.

UK audience share of major TV corporations, including infographic.

Cost of placing ads on different UK TV channels.

Would people miss the BBC if it was scrapped?

Description of some major TV brands for advertisers.

10 most-watched UK TV channels.



This is taken from the BBC bitesize guide; no need to try and learn all these terms, but there could be ONE in there that might be used within your pitch:

Some more useful terms - ask if unsure of any:
analogue - the free-to-air channels that all TVs could show without subscription (just the legally required license fee for all TV owners, mainly funding the BBC) - BBC1, BBC2, ITV, C4 and from 1996 C5. The analogue TV signal has now been switched off in Britain, all channels are digital, cable or satellite (or web streamed), but BBC1 etc still have unique status

BBC - the state-owned broadcaster, it doesn't carry ads; the license fee pays for its content (and its international commercial arm, BBC Worldwide, which includes BBC America, which does carry ads)
BBFC - rates DVDs and even cut scenes in games, not just films
Co-production - not as universal as it is in the film industry, but with production budgets rising it is going that way. The BBC often co-produce with an American network to enable high budget productions. DVDs and Blu-Ray remain an important secondary market for TV production. Also see watershed.
Cross-media ownership - its common for conglomerates to own TV and other media companies, for example Sky is owned by Rupert Murdoch's (now split in 2) conglomerate, which in turn owns the S*n/Times newspapers (and many more worldwide), magazines, book publishers, 21st Century Fox, Fox TV network etc. This creates opportunities for horizontal integration: different subsidiaries from different media industries owned by one conglomerate combining to mutually promote and benefit each other (synergy), as in the case of Avatar's promotion (Sun stories galore, Sky One specials, launched Sky Movies 3D channel etc)
deregulation - rules on TV ownership and content have been simplified and reduced since the 1980s. Satellite/cable and later digital channels were given minimal restrictions compared to the existing analogue, PSB channels.
digital - all UK TV channels are now essentially digital, but the term 'digital channel' still denotes a non-terrestrial, typically smaller, channel. All of the terrestrial networks (BBC, ITV, C4, C5) have their own family of digital channels, mostly nice in contrast to their wide, mainstream audiences (eg BBC3 is 15-24/youth, BBC4 is upmarket, older high culture, 5USA focuses on US TV, E4 is C4's youth brand)
license fee - the BBC is paid for through a compulsory TV license (about £150 a year) for every household with a TV
monetising - ways of 'squeezing the brand'; making money other than direct programme sales (eg freemium apps, sponsorship)
niche - channels with minority, narrow, specialist interest/audience, eg Clubland TV (see list of UK TV channels)
OfCom - the organisation that regulates TV. TV channels are licensed by OfCom, who can issue warnings, fines and remove licenses (meaning they're legally banned from UK TV)
product placement - 'is when a company pays a TV channel or a programme-maker to include its products or brands in a programme.' [OfCom] Illegal in the UK until 2011 (part of deregulation)
PSB - public service broadcasting describes the requirements and output of the terrestrial channels BBC1, BBC2, ITV1, C4 and C5 (plus the BBC's other channels), legally required to carry a minimum of news at certain times for example, unlike digital channels.
ratings - (viewing figures) these determine the fees that can be charged to advertisers. See broadcastnow, and Barb (the organisation that gathers the figures)
scheduling - a real art, this is the decision-making around when to screen programmes, including decisions such as avoiding or going head-to-head with similar rival shows on other channels. See the BBC Bitesize terms list above for more
second screening - the common habit (especially of millennials!) of viewing TV while using a gadget to chat or post on what they're watching. Advertisers like to see evidence of such engagement, and programme makers/channels often encourage this with hashtags for example.
spectrum scarcity - right up to 1982 the UK had only 3 TV channels (BBC1, BBC2, ITV). Channel 4 was launched as new technology meant a 4th station could be squeezed into the analogue signal. 15 years later, with more improvements to compression technology, C5 was added.
sponsorship - distinct from ad-breaks, programme sponsors have their own trail as a show starts and at the end of each segment
terrestrial - the term for the original free-to-air channels (essentially the same as analogue) which were available through any TV set without a subscription
timeshifting - the increasingly common practice of viewing TV through streaming or catch-up, and so ignoring the original scheduling
watershed/post-watershed - adult content (swearing, violence, sexual content) is prohibited before 9pm, the time at which younger children are expected to be in bed (though its aimed at protecting under-16s). OfCom has fined channels for breaching this law. Many 15-rated (on DVD) shows would need to be cut for pre-watershed screening

DB Playlists

For now I'll add one linked to an exam board training course, but I'll add more here over time which are linked to some aspect of your GCSE work.

(Several gathered here)

AQA COURSEWORK TRAINING VIDS
A Dr Who vid on uStream, then a YT playlist:
Live Streaming

TV INDUSTRY how much do ads cost to place?

Have you ever wondered how much it costs companies to get their ads on TV?

Here's a great article which provides a range of examples, from the big terrestrial channels (thats BBC1, BBC2, ITV1, C4, C5 - though the BBC doesn't carry any ads as its funded by a compulsory license fee of around £150 a year per household) to smaller, niche digital channels...

TheDrum on TV ad costs.

Examples: a 3-second ad on primetime ITV1 can cost £30,000, but on digital channels such as the Horror Channel and Animal Planet daytime ads can cost less than £50 - you can even get an ad on some of BT Sports' less popular strands for ... £5!!! The article gives the rate for Hollyoaks on C4, a show with a similar audience to BBC3's Class.

MAGAZINE audience research - get the advertiser profiles!

Just above this caption you'll see 'Media Pack' - this is for advertisers, detailing the readership of the magazine (Conde Nast Britain)

Most magazines take in more revenue from advertising than from the cover price (from which, don't forget, distributors and retailers get their cut!).

In a very real sense, if you go out and buy a magazine, you're not buying anything ... you're being sold to advertisers!

Giant multinational conglomerate Time Inc. UK boast to advertisers of their music mag Uncut readership's spending habits

At A-Level we look at theories such as Noam Chomsky's 'propaganda model' which argues advertisers play a highly ideological role in the media industry, acting as a 'filter' to keep out radical ideas that might threaten the rich and powerful.

Part of Dennis Publishing's blurb on 1 of their many titles

For GCSE, just be aware that they play a key role in magazine branding: every title is seeking to attract an audience that will appeal to certain advertisers. This might be niche (narrow, specific, highly selective) or mainstream (broad, general) but the bottom line is that advertisers will not risk wasting valuable resources paying for space in a magazine that doesn't fit their customer profile. They MUST know who they'll be reaching with their ads - the age range, gender and income levels at a minimum.

Part of Haymarket Media's advertiser pitch for glossy footie mag FourFourTwo

Therefore, magazine publishers are under pressure to provide detailed information, including demographic data (the % of readers within categories such as age, gender, income) to advertisers. This can often be found on the main websites of publishers, and accessing some examples should help you make your own audience analysis much more sophisticated.

Bauer, one of the leading UK publishers, provides advertisers with an interactive tool to match their needs to magazine brands!

Just a few of the many magazine brands owned by Time Inc. UK

To find these you need to know who the major magazine publishers are. In the UK, the focus for this blog, these change over time as there are mergers, closures and launches of new titles and categories too, but at the time of writing that includes (with examples of their publications):

Future (MacFormat, PC Gamer - here's a full list)

Bauer UK (Empire, Grazia, Kerrang! - audience finder; case studies)

Conde Nast Britain (Vogue, GQ - here's the GQ Media Pack)

DC Thomson (WWE Kids Magazine, Shout - Shout [girls mag] Media Pack - scroll to the bottom of main site for full list of titles)

Dennis Publishing (Cyclist, Cross Stitcher, PC Pro)

Haymarket Media Group (Autocar, FourFourTwo, Senior Living)

Hearst Magazines UK (Good Living, Hello, Cosmopolitan, Inside Soap - rate card for Elle)

Time Inc. UK (NME, Golf Monthly, Yachting World, Women's Weekly)

Find more magazines by using online shops such as this.

MAGAZINE research: publishers and audience profiles

To research your market, you need to look at rival PUBLISHERS, not just specific magazine titles.

Magazine websites are consumer-focused, but publisher sites are advertiser-centred. Therefore, they will usually provide clear information on the audience of their brands, vital information for any company considering advertising with the title.

Here are some links to get you started, but look out especially for Bauer, TimeIncUK (formerly IPC Media), Future, NatMags and Emap as major names.

MagForum.com

Wiki.

TASK OUTLINE (type up in Word):

1: List at least 5 of the major magazine publishers operating in the UK, then identify at least 3 currently published UK magazines in your sector (eg gaming, music, fashion). This quote from an analysis of the magazine industry (see post) should help...

Overall print circulation at seven of the major publishers - Future, Dennis, Condé Nast, Bauer, Immediate, Hearst UK, and Time Inc UK - fell 2.47 percent. 

2: Find and save as a picture AND copy into your document at least 1 recent example of their covers.

3: Crop these pictures in Word/Pages to show only the masthead.

4: Identify the publisher and make their name a hyperlink in your document to the publisher website page on the magazine, separately noting the magazine website if there is one.

5: See what you can find about the target audience from their site, and write this up.
Some publishers put very clear briefings on their sites to help inform potential advertisers, who need to be very clear on who reads the title so they can make an informed choice on whether that fits with their own target market. You can always email them to ask for an audience breakdown (usually called an advertiser pack) to help you with school research - check if anyone else is looking at this title, so only one email is sent to each company.

6: Analyse the mastheads - do you see any pattern or design techniques common to your magazine sector?
Also identify any individual design aspects from these examples you think might help you design a convincing masthead for a new magazine within your sector.

HOMEWORK: Complete the above as necessary for Friday. On Friday you should have 3+ masthead designs, 3+ possible slogans [previous homework], and 3+ possible cover images for your proposed new magazine.
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