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Former CEO of McCann: "We were explicitly instructed to dry Channel 14" - Walla! Brenze

2022-05-24T10:29:22.561Z


Former director of McCann: "We were explicitly instructed to dry Channel 14" Former director of McCann: "We were explicitly instructed to dry Channel 14" Is there still an ideological boycott of the largest advertising group in Israel on Channel 14? A recording of a former employee of the media purchasing company McCann Universal raises the question again. McCann: "We do not in any way mix up the positions of senior members of the organization" David Wertheim 23/05/2022


Former director of McCann: "We were explicitly instructed to dry Channel 14"

Is there still an ideological boycott of the largest advertising group in Israel on Channel 14?

A recording of a former employee of the media purchasing company McCann Universal raises the question again.

McCann: "We do not in any way mix up the positions of senior members of the organization"

David Wertheim

23/05/2022

Monday, 23 May 2022, 13:36 Updated: 18:51

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"At Universal, the management's decision was by no means to put money on Channel 20 digitally, nor on Channel 20 offline, that is, on television, that way, we would dry them up."

Is there still an ideological boycott of the largest advertising group in Israel on Channel 14?

A recording of a former employee of the media purchasing company McCann Universal raises the concern that the answer to the question is yes.



First, it should be understood, media purchasing companies (belonging to advertising agencies) are almost exclusively responsible for the sale of advertising.

For example, in contrast to previous claims by Channel 14 and the campaign against Tnuva and other commercial companies that they boycott the channel, in practice they usually do not decide where to direct the advertising budget and how to deploy the media.

The person responsible for this is the media purchasing company, and in this centralized industry - like any industry in fact - size certainly determines.

Advertising mass can significantly reduce the advertising space or spots on the screen, thus lowering the costs of the advertiser.



In a post on the Tov website, which is based on the recording that is first revealed here, a former senior executive at the media purchasing company McCann Universal says Anat (pseudonym): We will do everything, everything necessary, to convince the customers that it is not necessary or unprofitable to advertise there. And that's how it worked ... I tell you information - that's what happened on the ground. Certainly ... ".

Anat added that "Universal had no decision by the management to put money on Channel 20 digitally, and not on Channel 20 offline, that is, on television, that way, we would dry them."

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"Channel 14 (then 20) will not see us as a shekel."

Listen to the recording

Universal McCann (screenshot)

Home for small advertisers

Channel 14's average prime time viewing was around only 1-1.5% in Jewish households.

Meanwhile, in the absence of a measurement tool agreed with the advertisers, Channel 14 is paying the price - and it is high

As you may recall, since the launch of the channel, Channel 14 has vehemently refused to disclose the viewing data.

The data affects the pricing of advertising in the commercial channels.

And so, while here 11 is budgeted by the state and Rainbow and Network enjoy an almost monopolistic market share, Channel 14 devoid of ratings is left with minimal profits, certainly not ones that can leave it on the air for long without budgetary flow from owner Yitzhak Mirilshvili.



The channel also does not provide alternative data, and has chosen a new strategy: a campaign against advertising advertisers (such as Tnuva), using the attribution of political motives for refraining from advertising on their platform.



When the move did not rise to an effective protest, they moved on to the next tactical stage - and began to attack the composition of the rating committee and its motives.

Meanwhile, Keshet and the network decided to remove the gloves, and ordered the committee to publish the viewing data of Here 11 and Channel 14 which is in the hands of the committee.



According to the results, the average viewing time of Channel 14's prime time was around only 1-1.5% in Jewish households.

Meanwhile, in the absence of a measurement tool agreed with the advertisers, Channel 14 is paying the price - and it is high.

Walla!

Brenze from two months ago revealed that from the moment of switching to channel 14, the total investment in the channel in relation to channels 12, 13 and even 11 - the investment in 14 constitutes less than 2% of the television advertising pie.

The same cake, by the way, is worth about 45% of the total advertising volume in all Israeli media channels.



Recall that naturally, Universal Media mainly deals with large customers and according to the data, Channel 14 is home to small advertisers who do not have the ability to advertise on leading channels.

Out of 135 advertisers on the channel since the transition to 14, about 80 are advertisers who have only advertised on Channel 14.

Chairman of the McCann Group, Ilan Shiloah (Photo: Photographer: Ido Isaac)

McCann: "The Supreme Interest - The Good of Our Customers"

Universal McCann responded: "In stark contrast to the above, we also buy media for our customers on Channel 14. Only in recent months have many campaigns appeared on the channel bought by us including Rami Levy, IKEA, Tempo, Migdal, Willy Food, Steimatzky, Gardens and Roses, Dawn Chocolate , Touch, etc. In addition, every customer who wishes to advertise on the channel is happy to respond.



"We have a clear interest in expanding the advertising options on television.

Unfortunately, the main reasons why we find it difficult to work with Channel 14 on a larger scale are simple: 1. The channel is not measured by ratings - which does not allow the purchase of TV advertising space like the other commercial channels on a comparative and professional basis.

2. The channel restricts and censors content published by it.

The highest interest before us is the good of our customers and we do not in any way mix such and such positions of senior members of the organization. "



From now on, 14 said in a response: "Hundreds of new advertisers on the Channel 14 screen understand very well that the advertising on the channel exposes them to new and attractive audiences.

  • Brenze

  • Advertising and marketing

Tags

  • McCann

  • Fellow Messiah

  • Inon Magal

  • Channel 14 - Channel 20

  • Rating Committee

Source: walla

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