I love the fact that in our business so many of us are so preoccupied with the cement in our programming schedules – the ads, the buffers, the bits that break up our favourite programmes….but it would appear (to me anyway) there’s less talk surrounding the programmes themselves.
When a juicy TV brief goes into the creative department, I doubt very much they’ll be considering where and when it will appear, and how many channels they'll need to flick through to find it.
This of course, is the role of the media planner. But as I was sitting there a couple of nights ago (obviously having lost all mobility and sense of taste) watching the phenomena that is ‘Dating in the Dark’ with my more than fascinated better half, I recoiled in horror by how many brands would want to be associated with such utter trash, We know the role of media, and the basics of 'match the brand with your likely watching audience = success’, but it made me question what I consume, like or would even consider consuming. Or does the media planner know better than me?
With Lucy keenly awaiting the look of horror, delight or preferably nausea when the lights flicked on to reveal one half of the couple, I was waiting to see who would feature in the ad break. The new Toyota Hybrid, Nivea for men, Pimms, Panadol and clothing for size 12-32 women. Broadly speaking I’d consider all but 1 of these brands, but have always felt a bit uneasy about cars whose brakes fail all too frequently.
It is of course that the sheer proliferation of channels and the need to hit your ratings means you'll be seen as volume vs. silver bullet advertisers certainly on TV.
Maybe the planner does know best after all. Maybe I should take the latest TGI figures to bed and maybe if I do I’ll be able to actually buy something that L will really like for Christmas this year….
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