The companies do not want to pay a fine for removing advertisements from the TV company “Republica”. But they have an idea

09/01/2024, 14:30

Brands that do not want to advertise on TV Republika include: Żabka, Ikea or mBank (Photo: Paweł Wodzyński/East News)

Brands don't want to pay a fine for removing advertisements from “Republica” TV. As “Preservice” found out, some of them are going to replace commercials with videos promoting friendly funds.

After the brands pulled ads from Republika TV, Polsat Media, which is responsible for selling the advertising packages, informed the brands and media agencies that it expected to pay fines for airing their spots. As one of the representatives of the industry explains, these fines are not high and even if there is no program, the TV company “Republika” will still receive the money.

Polsat Media's decision caused outrage

– When talking to us, Polsat simply reminds us of the contracts, where it is indicated how much money has been paid for exiting the contract, or even for sending materials at the last minute, – he explains. He adds that his agency offers clients to replace broadcast spots with advertisements promoting selected foundations. “We know that in the case of such advertising activities, we still have to disclose who paid for the advertising, so this information will be in the spots,” he emphasizes.

Also read: The heads of Republic TV called for a boycott of Ikea. But it was the advertisers who boycotted their channel

A representative of another agency adds that the change of materials means additional costs for the client. “But these penalties are literally minimal,” he says.

In an interview with Wyborcza.biz, one of the presidents of companies that don't want to advertise on TV Republika angrily commented on Polsat Media's decision. He called it terror. “And because we don't want our advertising that we paid for, Solorz is threatening us and we got a huge compensation,” he said in a conversation with Piotr Maczynski and Leszek Kostrzewski.

When asked if there are high fines for getting out of the issue, Piotr Ruzak, Chief Communications Officer of Publicis Groupe, says that this is an unprecedented situation. – It is difficult to make any comparison here, we have to act within the generally accepted commercial procedures of the broker.

The representative of the agency states in an interview with “Preservice” that “Polsat is Polsat”. – They act in the same way in business as they do on air. Badly, he finishes.

Also read: Republika TV has expanded its coverage. Tomas Sakievic: “We want to be where it is possible”

(KAP, 09/01/2024)

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