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ThE MaStEr

BBC spends £1.4m on digital marketing


October 5 2010,

BroadcastingThe BBC spent around £1.4m on digital display advertising in the 12 months to the end of March, but claims that most of its online marketing is delivered at little or no cost.

The figures, released after a freedom of information request by The Guardian, indicate that the corporation spent £220,000 on paid-search marketing in the financial year 2009/10.

That was part of the BBC's marketing budget of £93.3m for the 12 months, which has been reduced by £4.3m for the current financial year in-line with overall cost cutting plans.

The BBC also said that the majority of its digital marketing activity is delivered at little or no cost, mostly by using free services such as Twitter or in-house resources.

Digital display advertising covers banner ads and any rich-media, such as animation and video, while paid-for search is usually used to reach "particular discrete groups".

A BBC spokesman said: "Audiences want us to inform them about upcoming BBC content, and the vast majority of our marketing spend is on BBC channels and platforms.

"We occasionally use other types of marketing such as digital display when this is the best way of reaching audiences with the BBC content they want to see."

Earlier in the year, the BBC launched a strategic review of its marketing operation to investigate whether any changes must be made to its size and focus.

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BBC spends £1.4m on digital marketing





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