Getting the measure of the COI advertising cuts...

Moving on from my previous blog looking at aligning brands with industry events such as the recent election, it seems the effects of the new coalition government are already being felt.  Reports are circulating that the new Efficiency and Reform group are to reduce COI advertising spend by £160 million and while flagship campaigns are likely to remain untouched the COI were believed to have spent £211 million on advertising last year - so the cuts are certainly significant and be sure to have far reaching impacts on a number of agencies and publishers.

It would be interesting to have insight as to the criteria used by the reform group when deciding which campaigns to axe. With a large proportion of budget spent online a great deal of the CIO campaigns will have a measureable return on investment  - many of which will surely state the case for saving more public money that the campaigns actually cost. 

This measurability of digital media is nothing new, but it's worth remembering that it can be relied upon when analysing budget spend... whether you're looking to get the most from a tiny budget or attempting to save £160 million of public money!

Posted by Ed Martin
Marketing Managerr
Sift Media