News

Media buyers have mixed views on brand’s desire to advertise around Schapelle interview

sevenWhile speculation grows that Indonesian authorities will not allow Schapelle Corby to give a TV interview, senior media buyers have expressed mixed opinions about the desirability of commercial spots around any broadcast.

When approached by Mumbrella, many senior media buyers were reluctant to speak on the record about whether they would be willing to advertise around the interview, which is tipped to be screened on the Seven Network if it does go ahead. However, most agreed if an interview is screened it would draw a mass audience in the millions.

Andrew Lamb managing director of media agency TMS said a number of brands would be reluctant to advertise around such a controversial interview.

“For something like this there are going to be clients who say ‘I don’t want the drama’ or even the headache of dealing with a backlash from people who think the interview shouldn’t have gone ahead,” said Lamb, whose agency represents Toyota amongst other brands.

“If the interview happens there will be a whole host of people who will rally against any advertiser associated with this,” he said.

“Put quite simply – many brands won’t want to deal with the negative backlash that could come from associating their brand with something such as this.”

Other senior media buyers were more positive about the broadcast, arguing many brands would be more focused on the eyeballs associated with the interview.

Paul Brooks, head of investment at MediaCom, said the mass audience in the millions would still be very attractive for many media buyers.

“Is it too hot to handle? Personal opinions aside, I think it will have a role to play for advertisers,” said Brooks who last month announced he is moving to rival agency Carat. “It will deliver a decent audience in a fragmented market and that will be reasonably attractive for the majority of advertisers.”

“You would have a minority who would steer clear of it but I think that would be the minority rather than the majority.”

Senior media buyers have estimated that if Seven is eventually able to screen an interview with the convicted drug smuggler, who has spent nine years in an Indonesian prison, it will likely ask a premium above the $20,000-$25,000 it usually asks for a 30 second ad spot across five markets on a Sunday night. Many buyers speculated that premium could be anywhere from $30,000-$50,000 per 30 second spot.

“It will come down to supply and demand. If there is a stack of advertisers who are relaxed about it then Seven will be able to charge a premium but if they find demand is small because of the concerns that a lot of advertisers might have, then it won’t,” said one senior media buyer, who declined to be named.

“Assume there are 20-25 spots within the interview – I’m sure they can find enough people who are comfortable about being in that environment but I don’t think they will make money based on the millions they are supposed to be paying her,” said another media buyer.

Toby Hack managing director of PHD declined to be drawn on price but said the purpose of the interview was to help build Seven’s news brand, not drive revenue.

“The value of the Schapelle Corby interview isn’t around environment for advertisers it is around Seven having credibility around their news brand and having stories that can drive audience,” said Hack.

“Then they can use those audiences to remind them of their other shows. It is not a play specifically around advertisers wanting to be associated with that. It is about the credibility of the (news) brand.”

Theo Zisoglou, trading director at Match Media, said he believed any Corby interview would rate well but said there were significant risks to brands who chose to advertise around the interview.

“No doubt it will rate well but unless there is some tactical messaging that a brand creates, I cannot see many brands and media buyers being desperate to be associated (with it),” said Zisoglou.

“The people are still very divided about whether she is guilty or innocent, so associating a brand to this situation can be very risky. Add in the whole debate on whether she should profit from her crime and it is just not a great environment to push brand or product,” he said.

A spokesman for Seven declined to comment but noted: “(Corby) hasn’t been interviewed by anyone at this point.”

Nic Christensen

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