The combination of a desire to tap into Christmas spending and to be seen as helping the family of nurse Jacintha Saldanha will drive advertisers back to 2Day FM tomorrow, a media analyst said.
Steven Allen, media analyst at Fusion Strategy, told B&T that the Sydney station’s five-day advertising blackout was long enough.
All advertisers will to return to the scandal plagued Today Network as the countdown to Christmas accelerates, according to Allen who said if it was a different time of year that brands would “probably” stay away.
“This is the worst time of the year to drop advertising, not so much from 2Day’s point of view, but from an advertisers point of view this is the run up to Christmas,” Allen said.
“This is when you really need to get extra people through the front door and buying.”
Southern Cross Austereo (SCA) has announced it will donate all profits from advertising on 2Day FM from tomorrow until the end of the year to the family of deceased nurse Saldanha.
Saldanha was the nurse on duty at London’s King Edwards VII hospital who transferred a prank phone call from two 2Day FM DJs through to the ward housing the pregnant Duchess of Cambridge, Kate Middleton.
Saldanha is believed to have committed suicide. The results of a post mortem examination on Saldanha’s body are expected to be released today.
SCA has pledged to contribute a minimum of $500,000 to the charity that will help the nurse’s family.
In a statement Rhys Holleran, SCA’s chief executive, apologised again for the now infamous prank phone call.
“It is a terrible tragedy and our thoughts continue to be with the family,” Holleran said.
“We hope that by contributing to a memorial fund we can help to provide the Saldanha family with the support they need at this very difficult time.
“The company today reiterates that it is deeply saddened by this tragic and unforeseen event and offers its condolences to the family of Jacintha Saldanha.”
SCA’s move will help “soothe” any nervous advertisers, according to Allen who expects ad profits for the 19 remaining days of 2012 to be “north of half a million”.
Please login with linkedin to comment
In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]
Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]
In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]
Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]
Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]
In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]