A number of agency media patterns are yet convinced in

What look is the Union of the advertisers on the suppression of advertising on public channels after 20 hours, occurred January 5

Say that I would be qualified and that I évoquerais to a glass half full and half empty glass...

That contains the glass half full

First the fact that we have obtained many arrangements of the Bill throughout the year 2008, as the backup of the France 3 regional advertising, the spread of the calendar of the reform of the audiovisual or the principle of the transposition of the AVMSD allowing up to 9 minutes of advertising per clock hour against 6 minutes earlier.

And the glass half-empty

Precipitation with which this reform is implemented, while we call for a start in September 2009 (such as the commission Copé!), to work on the media plans in good conditions. In addition, the UDA regrets that the Government has not fully transposed European directive which clarifies the rules on sponsorship and product placement. We would also like to have shared screens technology to continue to watch some programs while an advertising spot is broadcast.

This project of reform of the audiovisual therefore inspires you enough critical reflections

The UDA member companies refuse to make a judgement of a political nature on the Bill. Simply, we are very concerned about its mode of funding. While the UDA soon asked what he would call for an increase in the levy, it announces that it passes from 116 EUR... to 118 euros! It is a joke compared to other European countries! Without a real increase, funding for the reforms threatens to occur through taxes operated with other actors, such as the private channels. We then have an inflationary factor likely to reverberate with advertisers via the increase in the cost of the media.

The world of Procter & Gamble President recently estimated that the current context offers tremendous opportunities to advertisers on the cost of the media. It is difficult to deny that the report of strength today plays in your favour...

A UDA, it is estimated that one cannot talk about opportunities to capture that if advertisers are fighting sufficiently that media aligned their prices on their hearing. However, whether in press, TV or radio, the cost of the GRP or the cost to reach 1,000 people, Editor's note has continued to evolve in inflationary way in recent months less increase in the rates that because performance from each and others proved poor. Thus, on television, hearings of the historic chains are eroding on a regular basis. This is why I am quite skeptical to the speech of all those expecting a mechanical deflation of the cost of media, including from that of the small screen.

A number of agency media patterns are yet convinced in...

Comparing the period January-October 2008 to the previous period, the gross costs of the GRP on the 25-49 age bracket rose an average of 9 on TF1, M6 and Canal , then the average rate is lowered, him, 5. Even if, of course, it is impossible to know the negotiations having been operated on gross rates. And therefore what was actually paid.

In the end, that the UDA

We demand just two things: having a space sufficient to communicate and to avoid that the implementation of the reform is not inflationary impact on the costs of purchase of the screens. But we are concerned: on "the after-20 hours" which is the range of hearing the more strategic, it is likely that tensions appear. Today, we do not know how the viewers of TF1 and M6 to competition of public channels without advertising will behave. The question of the hearing appears today as the great unknown that, remarkably, nobody raises.