Mass marketers need mass machines: Russel Howcroft calls on advertisers to support free TV
Network Ten’s Melbourne boss Russel Howcroft has called on advertisers to support free-to-air TV to maintain what he says is the only place to reach “many millions of people really quickly”.
In a Mumbrella hangout the former ad man admitted it is tougher for TV networks to fund original content as production becomes more expensive and there are increasingly “high production values” needed.
Responding to a question about the challenge of funding original content Howcroft said: “They [original shows] are expensive, and I think what’s happening now is free-to-air TV is competing with high production values. You’ve got to generate the success, generate the viewers to get the revenue…and my view is we should all want that success as we need mass machines, mass marketers in particular need the ability to speak to many millions of people really quickly as that’s what their business relies on.
“So we should all be encouraging these things and making sure we have thriving free-to-air networks.”
To misquote Mandy Rice Davies … “Well, he would say that, wouldn’t he?” … Not that I’m suggesting the wheeling and dealing that accompanies the buying and selling of TV advertising has any similarities to the business Miss Davies used to be in.
If the answer is advertising not innovation, then the taxi industry and free to air networks should just get together and solve all the world’s problems.
How odd. We should support free to air television? Like it is a charity. It is just a really odd thing to do to make a request like that. I think the answer would just be no
So good on you Russell – just deliver some audiences, in large numbers. consistently. We advertisers would love to capture mass audiences under 45. Currently, they are just not there.
As a Marketing Director and advertiser I totally agree but it’s also very product/business specific.
TV works for some products but not all.
Hogwash.
Screen Australia gives you the offset and you’re not taking any risks. Start making great shows.
Free to air TV is like firing an algorithm out of a shotgun.
It’s a technology version of advertising targeting that fundamentally hasn’t changed since the 1870s, despite what media planners will tell you.
In brand-product-consumer engagement terms, it’s a raffle.
If it doesn’t change its current form, it will end.
hogwash x2
it is about content and the ease of access to it.
cant remember the last time i watched free to air besides ABC.
Earn your place at the ad table, don’t think it is your god given right to just say give it to us.
I don’t think Russell really understands the problem.
Yes, let’s continue to pump money into a medium that has lost significant audience numbers YOY, continues to promote and flood their schedules with tired formats and is failing to efficiently target anyone under 45.
Ummm…… but FMCG brands may not want to reach millions and millions of people really quickly and consistently… if there are other channels, or ways of buying that can enable us to be more targeted and reduce wastage, it’s a sign of a good FMCG marketer to explore those. We’re managing commercial budgets and growth objectives, not doing things to feel good or be nice to Channel 10 with the budgets we are entrusted with
spray and pray is not the answer to brand problems Russell..