Thursday, March 26, 2009

Change In Media Focus Increases Sales

Asics, traditionally a print advertiser in the US, has had a taste of TV and can't seem to get enough of it.

The brand tried TV for the first time last year, spending about $5 million of its $27.6 million U.S. media budget on TV advertising. The spend came primarily at the expense of magazines, which have traditionally dominated Asics' budget. Magazine spending fell $2 million, to $21.7 million, despite a $3 million spending increase overall, according to TNS Media Intelligence.

The trial has seemingly paid off for the brand, with Asics' sales rose 11% last year, according to SportsOneSource. Considering the major push by traditionally strong running-focussed brands such as Nike and new-comers Body Armour during the Olympic year that was 2008, Asics' gain appears even more impressive.

A spokesperson for the brand has said the they will continue to invest in TV this year, although primarily concentrating on the major US cable networks.

Via - AdAge