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Italiano Mediaset and Marlboro Advertising. All Paid for, or Free?
Mediaset’s three viewer-record programs are openly in business with Philip Morris. But does Silvio know what his son, Pier Silvio is doing in the company?
Pier Silvio Berlusconi, in charge of the palimpsest and programming coordination of the Mediaset networks
Those programs, which block out the logo on shirts during interviews to not provide free advertising, for Philip Morris reserve treatment of incomparable value, all clearly illegal.
“Scherzi a parte” (Joking Apart) – An Ad as Big as a House
10 April 2009: Formula 1’s, Rubens Barrichello appears before eight million ecstatic Italians for a questionable joke: he is wearing his racing-car overalls with “Marlboro” written on them as big as a house.
A regular ad of a few seconds, during the same program, would cost many tens of thousands of euro.
The trick played on Barrichello lasted almost nine minutes; to these we can add his presence in the studio, another show that took up a good half hour.
The market value of this spot is impossible to calculate; it can compete with the Festival of Sanremo, and perhaps, in viewing audience, it comes second only to the New Year’s speech of the President of the Republic.
…Is it an accident that this publicity has already been replicated two times?
“Le Iene” (The Hyenas) Go after the Japanese
This satirical-information program frequently points out to Italians that there are cigarette manufacturers who, fancy that … carry on illegal advertising!
In fact, the hostesses who hand out packs of cigarettes in tobacco shops, at concerts and in nightspots, are not allowed by law.
But in spite of the fact that the record for these promotions seems to go to Philip Morris, "Le Iene", with their candid cameras and the inevitable final stampede to get away, are only concerned about Japan Tobacco. This program was broadcast on May 15th 2009.
“Le Iene” against MS Cigarettes
Already far back in 2002, "Le Iene" scolded Marco Melandri, world-champion motorcycle racer because he was advertising for cigarette makers.
During the program they explained: "Propaganda promoting any smoking product is forbidden - pursuant to law 10 April 1962, number 165.
“Striscia la Notizia” – …No to Online Cigarette Sales!
Tax evasion worth billions of euro, "Crack nicotine" to increase addiction to the product, laws disregarded on ingredients and additives, consumers’ rights trampled, half-price packs (those with 10 cigarettes, for children)…. There is no limit to issues that could make up a very interesting collection of special investigation programs.
But "Striscia" prefers to deal with other topics, which, coincidentally are close to the heart of Philip Morris, like the sale of cigarettes online… a serious national problem!
And note that "Striscia’s" friends have a fixed theme: occult publicity; they boast of a long series of incursions on this subject.
They should have gone to visit their colleagues of "Scherzi a Parte", to find out how much Philip Morris pays - that would have been an interesting program.
How much does publicity on television cost?
An advertisement lasting a few seconds in prime time on national networks, on average, generally costs between 10,000 and 30,000 euro. Some TV programs can reach several hundred thousand, like the Sanremo Festival and “Isola dei Famosi”.
And what about in America? For TvTribe, they say 30 seconds costs many thousands of dollars. Other examples: an ad during Desperate Housewives costs 378,000 dollars, for Heroes they charge 330,000, for the Simpsons, we go down to 300,000 dollars and for CSI and Dr. House 290,000.00 dollars is sufficient to pay for an advertisement lasting 30 seconds.
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