TV Licensing: How advertising has helped contain the growing problem of TV License evasion
1983-86 campaign against licence evasion, advertising had to be seen to be deterring evaders. 'Blitzkrieg' campaign using all media and detector vans. Evaluation made by comparing numbers of new licences taken out in non-advertised vs advertised areas. £1.9million in new revenue generated for the cost of £875,000, later campaigns showed similar results. Frequent advertising appeared more effective. 1985's large increase in the licence fee was thought to provoke unfavourable opinion. 'Net' campaign of 1985-6 using same media except radio, again positive results shown.