A deep dive into the scenario of IBF, INS objecting to media agencies giving advertisers discounts on behalf of publishers and broadcasters
WHY HAS THE ISSUE CROPPED UP NOW?
The issue has been brewing in media circles for a very long time but there are three reasons why it has come up now:
Increasing number of media pitches with pricing and cost-cutting as the driving factor
Media companies have finally started feeling the pinch of loss of revenue and spiralling media costs
Media agencies themselves face revenue loss as they have to lower rates in order to retain or win business
Giving discounts to clients is not unfair, but giving it without the consent of the media owner and not leaving any room for negotiation is the issue which is being addressed by this letter sent out by IBF. The INS has reportedly taken up this issue with the Advertising Agencies Association of India (AAAI) and would soon be taking it up with each agency one on one.
SO WHO’S BREAKING THE PRICE?
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