TV ‘less and less relevant’, says Bacardi marketing boss as brand trials programmatic
Bacardi is set to distance itself from TV-led advertising with the drinks firms suggested some of its brands may shift their entire budget to social and digital marketing as it looks to target the younger market.
Global chief marketing office Dima Ivanov refused to completely rule out further TV advertising but said he “sits in the camp” of those who believe the medium has had its day.
“I would agree with that [that TV has become less relevant] and it is proven by the fact how much time the younger generation spend watching any TV program,” he told Mumbrella.
What would Ray from Reef Radio say?
shhhh please don’t tell Diageo and Leos that TV is dead ! Ive got kids at Private School
Good luck with that…
They’re obviously not doing TV very well.
An absolute basket case of a business. Welcome to the 2,000’s Bacardi.
“…& is proven by the fact how much time the younger generation spend watching any TV program”
Dima Ivanov, please enlighten us. Is this to say that the younger generation as you refer to them, watch say Home & Away for 5 minutes then turn it off?
When was the last time anyone saw a bacardi ad on TV?
Mass reach through social and digital. You’ll need more than luck. Thats like coke saying it’s only doing digital and social. How about calling it ‘digital video content’? then you can still sound cool but actually sell some grog too.
Ivanov is from Russia, where he worked for 8 years for Diageo. In spite of the media focus on oligarchs, the Russian middle class is very poor in comparison with wealthy countries like Australia. Many things such as expensive flat screen TVs are out for reach for middle class and poor Russians, says Forbes magazine.
According to Nielsen, because of the high penetration of smart TVs in Australia, people of all ages – including the target market for Bacardi – are watching more TV than ever before. Social media is good up to a point, but Ivanov should take his own advice about being a global brand that delivers local relevance and check the facts before making a generalised statement.
Not Leos anymore. Hello Clems.
Hey @wonka, good point, plu, when was the last time you had one or saw someone with a Bacardi outside of your grandma?
I don’t understand why anyone would spend on advertising on television?
First of all, more and more people record and zap through ads, or they watch services like Netflix – and IF they are watching live Free to Air they are encouraged to tweet while the ads are on!
@Geoff And when was the last time you looked at a banner ad, didn’t skip a YouTube ad, arrived early for the Cinema or stood still in front of outdoor ad?
Ad avoidance is endemic.
Geoff Field
There will always be a place for FTA networks and for anyone to suggest otherwise should review the figures from Masterchef, MKR, The Voice ect. Given your background you would be well aware radio listenership is down (particularly at 2Dayfm) as people make the move to streaming content and podcasts.
Your comment, albeit it bares some validity could be applied more vigorously to commercial radio
Don’t think I’d be shouting out success for reaching males 18-29 in this country when booze is being hailed as the biggest cause for the coward punch in the same demographic… and to @Breezer I’m with you – don’t remember seeing a Bacardi ad on TV in eons.
“anyone to suggest otherwise should review the figures from Masterchef, MKR, The Voice ect”
Puffed up figures (down on two decades ago) reaching shrinking, elderly, low income demographics.
Free to air is a great place to advertise if you’re selling cut-price blue hair rinse. Pretty shit for everything else.
The networks will keep telling their ‘story’. They are fighting to save every last dollar.
More interestingly agencies make a nice healthy commission from booking TV slots and production agencies / creatives charge exorbitant production costs to shoot TVC’s.
Times are a changing and it will be interesting how clients do respond.
Note to clients: Track everything in house and do not rely on a third party to report these figures to you.
It would be great to see some case studies, based on factual data showing the disturbance.
Ah yes…worked so well with Pepsi refresh.
And isn’t Bacardi made in Puerto Rico?