| With the mood this year leaning more towards a getting-on-with-life
approach, marketers are not expecting a great deal of memorial coverage
on television. So not surprisingly, whereas last year corporates were
more concerned about their social responsibility, this time round
most US advertisers feel that regular advertising flanking the intermittent
homage coverage wouldn't be too awkward. Coca Cola, American Express
and other major advertisers are understood to have already issued
statements to this effect.
The previous 9/11 anniversary of 2002 had seen ad revenues dropping
a good 55 per cent as advertisers had not been very keen on pushing
their wares on the first anniversary of the national tragedy. According
to the ad tracker CMR, a Taylor Nelson Sofres company, the day had
earned a combined total of $ 57.8 million across network, spot and
cable TV, which is nearly $ 70 million down from an average day's
earnings.
With ad-free commemorative lineups running through the day, broadcast
and cable had had a dull day as far as advertising was concerned.
This year's anniversary though is slated to be a 'looking forward'
day for television advertisers.
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