Marketing Project Canvas - Part 1

Towards the end of 2009, when more details emerged around Project Canvas, one of the most-reported aspects was the plan to spend £48.4m over the first four years on marketing the service.  When viewed as a proportion of the total venture cost it seems excessive - after all the total projected cost is £115m over the same first four years.

Below however are some figures that provide a little context to the £50m figure - all drawn from some aspect of the consumer electronics and broadcasting areas that Project Canvas will play in. While the comparisons are not exactly like-for-like  (for example the Canvas marketing spend will no doubt be front-weighted rather than split evenly over 4 years, and broadcasters’ spend will no doubt increase over the 2009 figures shown) it gives us a rough idea of how the c. £50m for Canvas is set to massively outspend other similar initiatives such as FreeSat & Freeview and even broadcasters, and pale in comparison to only some of the broadcasters & pay-tv efforts.