Heineken pauses 'ineffective' TV advertising
21 October 2005 14:21
Too much clutter around these days, says beer giantHeineken has scrapped its entire TV advertising budget for 2006 as it no longer feels the medium is an effective way of reaching its target audience.
In an interview with The Times today, the beer giant's UK managing director, Rob Marijnen, said it had ripped up plans to spend £6.5m on TV here next year and will instead invest more in sports sponsorship and point of sale promotions.
Marijnen claimed media fragmentation meant it was becoming increasingly hard to reach 18 to 26 year-olds, and other developments - including PVRs (personal video recorders) - were reducing the impact of TV ads.
He is reported as saying: "The enormously cluttered environment in TV ads makes it difficult to make standout ads. It's also very expensive and it's questionable as to its effectiveness."
The brand will still have some TV presence, due to its ongoing association with the Champions League. Marijnen also said the decision could be reversed in the future.
He said: "I'm not saying it's farewell to TV for ever. We will look at it again, but for the time being we need to look at other avenues, in particular by creating more visibility for the brand at the point of purchase."
By Graham Hayday
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