Industry observers note that the decisions reflect the healthier state of the economy. At TVB and ATV, rate increases range from 4.5 per cent to seven per cent.
However, Cable TV has dropped prices slightly. “We see a wider range of advertisers using the CNY packages for corporate image building,” explained Kitty Chiu, controller of marketing communications at HK Cable Enterprises.
However, Cable TV has dropped prices slightly. “We see a wider range of advertisers using the CNY packages for corporate image building,” explained Kitty Chiu, controller of marketing communications at HK Cable Enterprises.
In addition, TVB is using a range of gimmicks to lure advertisers for the festive period.The station is promoting the package in conjunction with its new HD capabilities, including creative production in the offer.
None of its rivals, however, are offering similar packages, mirroring last year’s scenario.
“As the economy is better, clients are more relaxed about their budgets,’” said Carmen Cha, general manager, Maxus Hong Kong.
She added that it was unlikely TV budgets would see any decrease for this year’s CNY season.
This comes despite several years of decreasing demand for CNY packages. Cha expects most clients to book last minute deals for the holiday ads.
However, Carat Hong Kong GM Pauline Chu noted that the holiday period remains unlikely to lure genuine image-building, with most clients expected to rely on tactical messaging.
“Despite the economic boom, clients are still keeping a close eye on ROI,” she said.
