‘The spotlight is yours’: Media alliance urges brands to keep advertising during COVID-19

The Premium Content Alliance (PCA) has launched a campaign encouraging brands to continue their ad spend through the COVID-19 pandemic.

The campaign is based on Peter Field’s analysis of ad spend data during the Global Financial Crisis which found brands that maintained or increased advertising investment gained market share, relative to their competitors, following the economic downturn.

The Premium Content Alliance is encouraging brands to continue advertising

The PCA is the result of industry bodies Think TV and News Media Works merging in February.

The campaign was produced in-house and will appear across digital, print, TV and broadcaster video on demand (BVOD) inventory of Foxtel Group, Foxtel Media, Network 10, News Corp Australia, Nine and Seven West Media.

PCA chair and executive chairman of News Corp Australasia, Michael Miller, said the industry body provides ‘safe and trusted environments’ for brand advertising

“Providing safe and trusted environments for brands is crucial in times of crisis and that is exactly what The Premium Content Alliance does reaching four out of five adult Australians every week. The evidence from previous periods of economic downturn confirms that now is the time for advertisers to shine, not go dark, and the campaign clearly communicates this message,” Miller said.

PCA CEO, Kim Portrate, added: “We know what a difficult time this is for advertisers and consumers. We firmly believe advertising is a business driver that has a flow-on effect for brands, and the evidence supports the need for marketers to continue to connect with audiences. Brands that connect in trusted premium content environments will be best placed when the worst of the COVID-19 crisis is behind us.

“While this isn’t creative developed with a Gold Lion in mind, it clearly conveys an important message in a simple and concise way that is appropriate for the times.”


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