BT reassigns TV spend to digital
LONDON - BT is cutting its TV adspend as it refocuses on below-the-line media including online and email.
The decision comes as the telecoms giant launches a consumer ad campaign fronted by actor Kris Marshall that will demonstrate how modern families can interact using BT's services.
BT group marketing and brand director Tim Evans said the campaign, which has been developed by Abbott Mead Vickers BBDO, will run for at least two years. Apart from a business campaign by St Luke's, it will be BT's only major TV activity.
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Evans said the shift away from TV would not reduce BT's annual spend, worth more than £80m last year.
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BT: television ads being cut
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