TV as a Recruitment Sourcing Tool

There is probably a bloody good reason why it is not being used(possibly due to the cost), but why aren't agencies or even companies using Television to push key positions or an organisatons brand?

I am going to show my ignorance as I don't have an appreciation of what a 20 second advert on primetime TV is worth but for a key position such as a CFO, CEO or CIO it would be extremely interesting to see what results would come. I know that Absolute IT did some advertising around two or three years ago when they promoted their 12-mth gaurantee for placements that were made on a retained basis at 19%. I know that we at Ninetwenty have talked about using TV to promote a particular campaign but due to the timeframes were we given it didn't happen (that is probably another reason why it might be difficult - timeframes involved).

Thinking about it further I am not sure if people would actively respond to a TV ad promoting a job, unless it was for an extremely rear job (possibly CEO of Adidas NZ or when TVNZ seeks a new Sports Reporter for the news at 6 o'clock).

I do know that this type of sourcing strategy does occur in some countries but like I said earlier price could be an issue in little old NZ?