Karen Harverson
The power of advertising on television is uncontested but so far only big business can afford the medium.
The South African Broadcasting Corporation (SABC) is now offering small and medium enterprises the opportunity to buy airtime at reduced rates for six
“We believe that the television exposure will boost their businesses sufficiently to enable them to become regular rate clients of the SABC thereafter,” says CCV category manager Prince Phaweni.
He says on average only 70 percent of advertising airtime is sold.
“We are offering the remaining unsold airtime at a reduced rate of 50 percent to small businesses for the first three months and, thereafter, at 25 percent for a second three month period.”
The offer lasts for a one-year period from the first screening of the client’s advert.
The campaign, begun three months ago, cost SABC some R1,5-million to launch and has since netted R2,6- million in revenue and boasts about 40 new clients.
The SABC has also secured the commitment of various agencies and production houses to produce commercials for these small businesses at affordable prices.
Despite this, a prospective client must have an advertising budget of at least R100 000 to be eligible.
“We realise this amount still excludes a vast number of small enterprises who want to advertise but can’t afford to,” says sales executive Nokuthula Msezane.
She says negotiations are under way with radio stations to extend the concept of a reduced rate for first-time small business advertisers for a period of time.