Monday, February 23, 2015
TOP ADVERTISERS FLEE TO DIGITAL STATIONS
This is a sign of what is happening. K24 and KBC TV sales departments have lately been overwhelmed by business coming from the three striking stations of NTV, Citizen TV and KTN.
One publicist said he tried to buy time for his documentary on K24 and was offered a take it or leave it option.
He could have it air at 10:15 PM or choose to not air it.
KBC equally have their slots full and sales people are having fits trying to get clients slots.
This shows the real reason behind the long-drawn out fight over digital migration and the move by the three media houses to refuse to join the existing digital platforms.
Over Sh40billion was spent last year on TV advertising in Kenya.
In Q3, 2014 for example, Sh9billion was spent on TV ads.
The top spenders included:
Reckitt Benckiser - Sh790million (July-September)
Safaricom - Sh436million
Proctor and Gamble - Sh401million
Unilever - Sh381million
Samsung Electronics - Sh325million
OLX - Sh304 million
Coca Cola Kenya -Sh292m
Nestle Kenya - Sh288m
....and the list goes on
Safaricom Director of Corporate Affairs Nzioka Waita said:
"(We) are looking at our options. We have to see how the situation evolves before we make any big decisions."
Waita said owing to this the company has not made any forward buys this year.
"We have agreed rates but no forward buys this year on TV."
Reckitt Benckiser declined to comment for this article.