Advertising agencies were greatly affected by the denial of ABS-CBN franchise
On July 10, the House of Representatives denied the ABS-CBN franchise application, and reportedly, this greatly affected several advertising agencies.
In the world of mainstream media, the Kapamilya network is considered if not the biggest, one of the biggest media companies in the Philippines. With this, it is more like for advertising agencies to have its service when it comes to promotional campaigns.
However, after more than six decades of providing programs on the air, ABS-CBN was denied to have its franchise again. This brought tears to Kapamilya executives, talents, employees, and supporters.
Apparently, this also affected the world of advertisement, based on the article from Pilipino Star Ngayon, many of advertising agencies bid goodbye to their accounts when the TV giant shut down.
“Malaki ang effect. Now they have to look for another platform that is as big as ABS-CBN. And many advertising agencies will lose many accounts,” a friend (who is working in the advertising field) of entertainment columnist Salve Asis said.
With this, it is expected that the advertising load of GMA will be bigger. However, those in the field of advertising are hoping that the Kapuso network will not increase the rate of the advertisements.
“Kasi meron pang ibang platform na puwedeng gawin. Doesn’t have to be TV for advertisers to promote their products, na mas mura,” the friend of the columnist said.
At this point in time, amid the pandemic and the denial of ABS-CBN franchise, the clients of advertising agencies are also holding back in spending money for promotion purposes.
“Only (nag-mention siya ng two companies) ang papatol, pero eventually mag-iisip din mga ‘yan,” Asis shared the statement of her friend in advertising.
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