TelevisionRe-thinking old habits
In the UK we have not reached the point where agencies, advertisers and TV companies are prepared to work together to develop a new trading model. One of the difficulties is that few people really understand the exact nature of the changes around us. We all knew how a 30-second ad used to work; but we do not necessarily know how spot advertising works today. Alan Rutherford explains…
“Advertiser-funded programming (AFP) can be extremely effective. There is tremendous value to be had from associating the equity of a television programme with a brand and brand values.” - Alan Rutherford
