Advertising industry in the UK pays tributes to The Queen

As the world paid tribute to Queen Elizabeth II on her death aged 96. Britain lost its longest-serving monarch and entered 10 days of national mourning. On the other hand  the UK advertising industry also tributes to The Queen. Various broadcasters, news outlets and media companies have spent years planning special editorial coverage and industry executives had to  spend Thursday afternoon (8 September) rearranging schedules and media plans, ahead of the formal announcement of her passing at 6:30pm. Many media owners from ITV to MailMetroMedia to Ocean Outdoor said they have suspended some or majority of advertising temporarily. 

Paul Bainsfair, director-general of the Institute of Practitioners in Advertising (IPA), said: “It is with a heavy heart that we hear the news of the death of Her Majesty Queen Elizabeth II. She has been head of state and our Queen for all of our lifetime and she was revered across the world for her wisdom and her sense of duty. The greatest honour bestowed upon the IPA in its long history was when Her Majesty awarded our Royal Charter in 2015. We extend our sincerest condolences to the Royal Family as the nation enters a period of mourning.” 

The Incorporated Society of British Advertisers (ISBA) said: “Everyone at ISBA is deeply saddened by the death of Her Majesty the Queen. The thoughts of all of us are with the Royal Family at what will be a time of great sorrow.” ITV said its main channel would carry special news programming and no ads during its coverage about the Queen’s death in the first 24 hours, Mail Metro Media told agencies it would not run any advertisements across all of its print and digital platforms for a minimum of 24 hours, and Ocean Outdoor dropped all ads on its digital screens, including the Piccadilly Lights, in favour of a tribute message to The Queen.

 One agency leader, who was involved in rearranging plans, said: “We have been talking to our clients all day. It has a considerable effect on all of our clients – not just pulling their ads but also re-arranging their media placements for when things come back. When your brand starts to re-advertise, you want to make sure your ads are appropriate.”

 A second agency executive said: “I have practically every advertiser wanting to be off-air for at least 24 hours. Some advertisers will be making a commercial decision, some will be just protecting their brand.

After the funeral the industry executives do not expect a return of all advertising.