Quote:
Originally Posted by Youchka  Clients in general (except few idiots) do not care about politics and affiliations, they care about $$$$ and their sales numbers at the end of the fiscal year.
Most of the big advertisers like Pepsi, Coke, adidas, Toyota.... go by ratings as Mich said. They do not care if they advertising on OTV or the aliens stations as long as they are getting return on their investment.
This said, the only statistics available in Lebanon are the Stat-Ipsos ones. Stat-Ipsos for the ones who do not know it is part of the Choueiry Group. Choueiry Group has had a monopole on the media industry for decades now, not only in Lebanon but in many Arab countries.
The problem is that most of the statistics done by Stat-Ipsos are biased and wrong. Although many advertisers (i.e. clients) know about that, they do not have anything else to base themselves on, and thus go by them.
MTV had struggled hugely in that matter and never picked up until Choueiry took over its media. So it means, either you are with Choueiry or you are dead.
The solution I think is neither boycotting the brands (because most of the times it is not actually political) nor putting pressure on advertising agencies (who are the liason between the brands and the TV station).
The solution is to create a reliable statistic company that refutes all the lies that Stat-Ipsos has been feeding investors for years. Now this is not a short term project nor an easy one. It needs capital, it needs notorious figures but it should be done, not for tomorrow and next week, but for the decades to come. |
Youchka and Carrera, correct me if I'm wrong,
But I didn't understand that the problem was with the statistics firm. On the contrary, they rate OTV at number 2, which in my opinion is realistic given it's still new. The problem is with people who book ad spots on TVs, magazines, etc. and who do not want to book spots for their clients on OTV. Ex: Saatchi & Saatchi, when organising MTC's campaign ad, does not book spots on OTV.
Isn't this the problem? (and not Ipsos statistics)?
Let's clear that point first :)