Wine producers' net investments in TV adsannually amount to 1-2m euros, according to the estimates made bythe representatives of the National Vine and Wine ProducersAssociation (PNVV) and by some industry players. This is the firstpublic information on this issue.
"I believe TV promotion revolves around 1m euros," said ValeriuCotea, PNVV chairman.
"If you want to go on TV, it's useless to put up less than 100,000euros," said the manager of a wine producer, who put net TVinvestments at 1-2m euros, but who wanted to remain anonymous. Hemeant that although involved sums are small, few companies in theindustry could afford such campaigns.
Unlike the wine industry, brewers are extremely aggressive on theTV segment, and according to the estimates of Shachar Shaine, thechairman of URBB, the fourth largest player on the market, net sumsearmarked for TV promotion get to 12m euros. From this point ofview, there is no room for competition between the twoindustries.
While brewers have campaigns during the entire year, gaining steamduring the summer, wine producers' initiatives are rather rare andare related to promotional offers.
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