You might be relieved to hear that I’m not going to bang on about TV advertising’s revenue growth last year. I was, but I’ve decided not to.
I’m also not going to drone on about the near 900 new or returning advertisers who came to TV last year. I considered it, and various pathetic gardening analogies along the lines of ‘900 new bulbs planted in TV’s fertile soil’, but the enormous cringe I experienced persuaded me not to tread that path either.
Instead, I’m simply going to remind everyone that all the positive numbers for TV – and let’s not forget those record viewing figures – are built on one very important thing which we mustn’t lose sight of: creativity. That is the cornerstone of the TV industry – programmes and ads. It is the reason why Britain is the world’s second largest exporter of drama series after the US with global sales of British TV worth £1.42bn in 2010 (up 13% on 2009).
So, here’s a link to some of the evidence about the power of creativity in advertising, and here is a link to the wonderful Justin Tindall talking about TV ad creativity at our recent event for new TV advertisers.