A campaign from the UK encourages Australian advertisers to take advantage of the downturn to gain market share.

Produced in-house by the newly-formed Premium Content Alliance, the campaign urges 'When they go dark, the spotlight is yours', and draws on similar initiative from the UK Institute of Practitioners in Advertising.

Research behind it comes from analysis of advertising spend patterns during the 2008 recession. Brands that maintained or increased advertising investment, relative to competitors, were the ones to gain market share during and following the downturn.

The campaign runs across digital, print, TV and BVOD inventory of members Foxtel Group, Foxtel Media, Network 10, News Corp Australia, Nine and Seven West Media.

PCA chair and executive chairman of News Corp Australasia Michael Miller says evidence from previous periods of economic downturn confirms that now is the time for advertisers to 'shine, not go dark'.

"Providing safe and trusted environments for brands is crucial in times of crisis and that is exactly what the Premium Content Alliance does."

Chief executive Kim Portrate acknowledged advertisers and consumers were facing a difficult time: "We firmly believe advertising is a business driver that has a flow on effect for brands, and the evidence supports the need for marketers to continue to connect with audiences," he said.