Heineken cuts TV advertising spend in landmark move

A downturn in TV advertising has been predicted for a while, but last week's move by Heineken to drop its €10 million 2006 British television advertising budget in favour of sports sponsorship promotions has still come as a surprise.

29th October, 2005

A downturn in TV advertising has been predicted for a while, but last week's move by Heineken to drop its €10 million 2006 British television advertising budget in favour of sports sponsorship promotions has still come as a surprise.

The Dutch beer brand, which sponsors the Uefa Cup and the Heineken Cup club rugby tournament, was quoted as blaming the move on the high cost of TV advertising and said the cluttered environment in TV was...

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