RTL chief says TV advertising by French retailers less strong than expected |
|
|
|
Published
:
Thu, 15 Feb 2007 13:17
|
PARIS (AFX) - Axel Duroux, president of Bertelsmann's RTL Group, said retailers in France are not investing as heavily in television advertising as expected, in an interview with French daily Les Echos.Since Jan 1, retailers like Carrefour have been allowed to buy advertising slots on TV, after the French government repealed a prohibition that was meant to ensure adequate ad revenues for radio broadcasters and the press.But Duroux said that so far, TV investment by retailers 'is less significant than expected because, even if they invest massively in TV, retail announcers do not yet have a sufficient image established for television'.'So they have no interest in abandoning the radio, especially since the radio-TV mix works very well, and radio is still very economical,' he said.RTL owns a 49 pct stake in M6 television, as well as several French radio stations.But Duroux said TV advertising will still siphon off some of the investments retailers usually reserve for radio.'Radio is still the media for the morning, and RTL is more than ever a key part of announcer's media plans. Having said that, we expect a year of transition,' he said.paris@afxnews.comjs/harCOPYRIGHTCopyright AFX News Limited 2006. All rights reserved.The copying, republication or redistribution of AFX News Content, including by framing or similar means, is expressly prohibited without the prior written consent of AFX News.AFX News and AFX Financial News Logo are registered trademarks of AFX News Limited
|
|
|
|
Print this Story
WPP’s star act offers to resign after sexist remarks 