Wouldnt it be nice....

[J0KER]

Has anyone ever noticed that there are some amazing car advertisements on Television ? Like for instance Audi's Adds and Bmw's Adds and so on...

Ok so just Imagine an add pops Up on TV, where a man takes a ski lift up a mountain and at the top,gets on his bike, takes a few breaths and then just PINS it down all the way on some awesome Downhill singletrack !!!

So I guess the question is...Would anyone else like to see some cycling-brand adds on TV ?

And why aren't there any ?

Any other thoughts concering the subject ?

[DR ◣◢]

My educated guess would be the cost.

 

Production cost on TV ads are super high not to mention purchasing advertising spots.

 

The market is simply not big enough to justify the costs

[TheV]

A good spot around "KARTE-BLANCHE" for example can cost upto R50 for 1x30sec ad.

 

An average package for example the tour de france will be around R600k for a couple spots per day... therefore if we assume they make a gross margin of 30% then you have to sell R2 million of kit to recover only your advertising cost... so for example if you were Spez you would have to sell about 60 new bikes at 35k average per bike.... It's alot... but certainly worth the money if you have an AD - maybe already produced for you my the brand itself, etc.

 

Here comes the trick, that excludes your production and agency fee's etc... for your info a 30sec international standard/top quality ad will cost about R2mil to produce with one day filming, insurance, actors fee's, music, etc etc....

 

So now you have to recover R2.6mil investment, @ 30% margin gross sales has to be about R8.6million to recover only your COST.

 

R8.6/35k average bike then you have to sell 250 bikes before you break even dude... thats ALOT of high end bikes...

 

Now imagine you are selling selling cycling baggies, or glasses or shoes @ R 1500 avg each you have to sell like 6000 units to break even....

 

TV advertising = not for sissies bru.. you have to have big'ones

 

Oh, sorry forgot to mention if you want to show your shiny new ad on both SD and HD you basically almost pay double

Edited May 3, 2012 by TheV

[J0KER]

WOW ! Thanks for all the input ! Never knew Adds were -THAT- expensive ! But how can other smaller Brands make such long adds ? Like those Irritating lollipop adds and Weight-loss adds ? How do they pay for it ? Do you think they break even ?

[J0KER]

WOW ! Thanks for all the input ! Never knew Adds were -THAT- expensive ! But how can other smaller Brands make such long adds ? Like those Irritating lollipop adds and Weight-loss adds ? How do they pay for it ? Do you think they break even ?

[TheV]

WOW ! Thanks for all the input ! Never knew Adds were -THAT- expensive ! But how can other smaller Brands make such long adds ? Like those Irritating lollipop adds and Weight-loss adds ? How do they pay for it ? Do you think they break even ?

 

They make cheap ads, with cheap actors, with cheap music and stock video/music/etc... then they buy all the kuk airtime on all the kuk channels...

 

In the advertising world we are all put in "categories" based on earnings basically, in what they call LSM groups... the higher target market or # of people statistically going to see your advert, the higher you gonna PAY for the spot..

 

And if you try to book high profile events like rugby, then they bully you into taking packages... so for example you cant just take super 15 without also taking curry cup, or you cant book the international games without taking other packages, etc... and even if you are willing to pay you gonna fight for a spot against the banks, mobile phone, automakers and other massive brands... and lose basically because their budgets are bigger than 29er wheels....

Edited May 3, 2012 by TheV

[J0KER]

Well then, I guess that settles it...we may never a biking add on TV !!! Bleh...thanx for helping out though, Shed some good light on the subject

[Captain Fastbastard Mayhem]

They make cheap ads, with cheap actors, with cheap music and stock video/music/etc... then they buy all the kuk airtime on all the kuk channels...

 

In the advertising world we are all put in "categories" based on earnings basically, in what they call LSM groups... the higher target market or # of people statistically going to see your advert, the higher you gonna PAY for the spot..

 

And if you try to book high profile events like rugby, then they bully you into taking packages... so for example you cant just take super 15 without also taking curry cup, or you cant book the international games without taking other packages, etc... and even if you are willing to pay you gonna fight for a spot against the banks, mobile phone, automakers and other massive brands... and lose basically because their budgets are bigger than 29er wheels....

 

ROFL. In a nutshell, the reasons why the biking ads should be centralized and supplied by the corporations themselves - Spez, Merida, Giant etc (much like the automotive ads are)

 

They already produce internet based ads (which are VERY good) so the only thing the local guys would have to do is secure the timeslot. Which, as V says, is helluva expensive...

 

Would be epic though.

[Danger Dassie]

As has been said, airtime slots are fuggen expensive and there are bigger brands out there fighting for the prime airtime slots.

Also the structuring of selling/sponsored airtime plays a huge role and that's excluding the production costs, from conceptualisation to execution. Although that cost could be cut down by using generic ads already produced, although the effectiveness of that is debatable.

Edited May 3, 2012 by danger dassie

[PhilipV]

So unless some big autocar manufacturer or bank latches onto the fact that some of their target market rides bikes, you won't see singletrack on adds. (And then rather Cape Epic style riding, as apparently that is all SA riding is about)

I remember Mazda did use MTBing in their ads with their Drifter range years ago. They really went after the Adventure angle back then.