Negotiating Partnerships: Increase profits and reduce risks

Case study: TV2 Advertising

TV 2 Advertising is happy to put advertising spots on the air. But not at any cost. Partnering begins with professional consultancy. And it may be a polite ‘no thanks’ to income if advertising spots in prime time give the advertiser more heartache than joy. That sort of advice is, on the other hand, almost always a guarantee for future co-operation.

TV 2 Advertising’s priorities have changed significantly over the last couple of years. Despite the fact that TV 2 provides the only possibility for reaching all Danish households with a TV spot, the partly licence-financed TV station is no longer the absolute first choice when the big advertisers have millions for TV advertising at their disposal. Today TV 2 increasingly ...