BROADCAST: TV time?
Has the time come for B2B brands to invest in TV advertising? Or do too many barriers remain? We investigate
Business-to-business brands have historically been conspicuous by their absence on conventional commercial TV (i.e. broadcast by an aerial, cable or satellite, rather than the Internet). Companies' reluctance to invest in this enormously powerful media has been due to a number of compelling reasons; chiefly the high cost of production and media buying, and latterly the fragmentation of media that has resulted in plummeting audience figures and a general crisis for the largest commercial broadcaster, ITV.