Jan Pietrzak’s statement on Republika TV resulted in an avalanche of consequences. Large brands that advertised their products in right-wing media do not want to be associated with controversial content presented on television. IKEA, Pyszne.pl, USP Zdrowie, Grupa Żywiec, Carrefour, Kaufland, Wedel and Tarczyński have already withdrawn from this cooperation, which has a dubious image.
Penalties for withdrawing advertisements from TV Republika. Companies are looking for a solution
Most companies declared in their statements that their only requirement was to purchase an advertising package from a broker; agencies and media houses often acted as intermediaries in the process, and some agreements were concluded last year. As the Wirtualne Media portal, after the mass withdrawal of advertisements from TV Republika, the advertising broker responsible for advertising time on TV Republika – Polsat Media, began to inform companies about possible penalties for such decisions.
The sales policy of this advertising agency provides for financial penalties for suspending or withdrawing advertising broadcasts. This costs from 20 to 100 percent of the cancellation fee for the entire order – not only the value of the spots that were withheld. Polsat Media sells advertising on TV Republika in the cheapest package, and the advertiser cannot exclude any single station from it.
Will companies replace the spots with TV Republika? There are a few ideas
Wirtualne Media reports that companies are working to resolve this situation. Wanting to avoid fines and at the same time maintain their opposition to the views presented on TV Republika, they are thinking about “changing” the spots. Some advertisers are thinking about replacing advertisements with recordings promoting foundations, another option is “debranded” spots, i.e. spots that do not mention the name of the advertised brand. Another idea is to replace advertisements with social spots that will condemn polarization, the language of hatred and all prejudices against any national groups.
Wirtualne Media reports that IKEA refused to comment on its contracts, Wedel is analyzing solutions to the situation similarly to Provident Polska.
Source: Gazeta
Bruce is a talented author and journalist with a passion for entertainment . He currently works as a writer at the 247 News Agency, where he has established himself as a respected voice in the industry.
