Advertisers deal with Shalit's return
Ilan Tuvyahu, VP of Reshet TV, believes 'this day has good vibes for advertising.” Yigal Shamir, chief creative officer and associate at Glickman-Nettler-Samsonov, cautions: It might do more bad than good for brands
Commercial TV made provisions for a festive broadcasting in which rating is expected to be exceptionally high. The two major broadcasting networks, Reshet and Keshet, offered media companies advertising space for Tuesday and Wednesday – the peak times of the homecoming coverage.
Shalit's release comes at a relatively slow time for advertisers due to the holidays with the aftermath of the summer’s social protest still evident.
"Some companies, despite the short notice, were able to purchase advertisements and some stepped up existing campaigns because they all know that there will be many viewers who will be home excitedly watching the events," says Tuvyahu.
He adds that Reshet held discussions on whether to make use of the release as a commercial opportunity, "but we decided against it. We have a joint broadcasting schedule from 6 am until the evening the content of which is respectable. Forecasts are for off the chart rating."
Effectiveness multiplier
According to Yigal Shamir, chief creative officer and associate at Glickman-Nettler-Samsonov, "There is a psychological effect – the exchange deal has the majority support and the nation will come together around the TV broadcasts, and a sense of a national holiday. T
"This day can generate a buzz because the advertisement meets viewers in a good mood which increases the ads’ effectiveness. The advertising industry was torn between this and the imperative to respect this day and keep the screen clear of commercial interests because eventually it might do more bad than good for the brands.
"A Gilad Shalit effect was surprisingly created at a time when the industry is quiet and some of its executives are on vacation; has this occurred on a regular week, we would have been better prepared.”
Chief Creative Officer at Gitam BBDO Guy Bar would not recommend taking part in what he called "the return festival". “
This would be going too far in terms of violation of privacy and coverage, people are even fed up with the whole thing. It’s true that this will be an exceptional event with high ratings but I’m not sure how receptive consumers will be.
"It would be disastrous if commercial elements decide to mention the event even implicitly. Whoever is on air will benefit due to positive sentiments among viewers, however, a specific reference might entail negative criticism against the brand."
'Not to appear as taking advantage'
Advertising rates during the holidays are typically low and smaller advertisers use the opportunity to air their campaigns that due to recent events, unexpectedly received high ratings.
According to Zenith Media CEO, Alon Hochdorf, “The main benefit from Shalit’s return in Channel 2 will go to Keshet, which broadcasts Wednesdays to Saturdays, and the main benefit from the return ‘festival’ will go to Reshet. Channel 10 broadcasts the whole time.”
Hochdorf adds: “Usually rating is low during the holidays and demand is low, this year even to the point of stagnation. Supposedly, were Gilad Shalit’s release planned, demand would be high accordingly.
"However, everyone is walking on eggshells, not wanting to appear as if they’re taking advantage of the events.”
Click here to read this report in Hebrew
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