Australia’s leading premium content creation companies have joined together to launch a campaign alerting marketers to the competitive advantages of maintaining advertising investment during CV-19.

The ‘When they go dark, the spotlight is yours’ campaign, inspired by a similar initiative from the UK’s Institute of Practitioners in Advertising (IPA), draws on independent analysis of advertising spend patterns during the 2008 recession.

The research found brands that maintained or increased advertising investment, relative to competitors, were the ones to gain market share during and following the downturn.

The campaign launches today and runs across the digital, print, TV and Broadcaster Video on Demand (BVOD) inventory of Foxtel Group, Foxtel Media, Network 10, News Corp Australia, Nine and Seven West Media.

Produced in-house by The Premium Content Alliance, the campaign speaks to the changing economic conditions all Australians and the brands that serve them are experiencing right now. It will evolve in the coming months as the recovery gets underway.