January 30, 200894% of my advertising is wasted, the only problem is that I keep on investing in it
Filed Under: Medium - neither rare nor well done
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So I'm sure you saw BIGResearch's 11th SIMM study, which reveal some interesting factoids, including the fact that just 5.5% of people fully pay attention to TV commercials when they come on.
"Whoa," as Keanu might say.
41.2% are channel surfing, 33.5% talking to others (in the room or on the phone) and 30.2% mentally tune out.
I wonder where IM'ing, checking e-mail and other web-related activities would fall (most likely the tuning out part), together with ad-zapping/skipping/TiVo/DVR-related activities (again, most likely channel surfing)
How accurate and/or representative is this finding? Deep down in your gut you just know it is closer to the real truth than not.
Adding to the cluttered environment aside, doesn't this just become a game of math at the end of the day i.e. assessing the calculated risks and rewards of weighing a success:failure exposure and reach rate of 5.5% against the propensity and probability of making one's quarterly numbers and keeping one's job?
There's got to be a better way that is both more efficient and effective, and commensurately less risky.
And of course, there is.
So why aren't more marketers taking this route? (cue: Super Bowl music NOW)
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Comments
I totally agree with what you're saying. I will, however, have to take issue with your Super Bowl reference. It's a bit of an anomoly when it comes to commercials. Although this year may be the exception because of the magnitude of the game, many people only watch the Super Bowl to see the commercials.
Posted by: Ray
Ray,
Exactly who are these *many* people? I'd like to see some updated numbers that reflect exactly how many people specifically sit through 3+ hours of viewing in order to see a bunch of commercials.
Don't get me wrong, I'm not saying this doesn't happen, but I am wondering to what extent the industry has (willingly) perpetuated a belief, perception of even myth about "the big game"
Posted by: Joseph Jaffe
one word - inertia. ""An object will stay at rest or continue at a constant velocity unless acted upon by an external unbalanced force." The bigger the object / faster the motion, the harder it is to impact that inertia. I believe the scientific number for how much money is spent on TV advertising is "a bajillion dollars." A bajillion of anything is rather large, and being that large, it will take a rather sizable external force to impact the inertia of the TRP addiction.
Posted by: Brien
Joseph,
I think I have come across some numbers of interest regarding Ray's post:
"According to a survey recently conducted by the Retail Advertising & Marketing Assn., 36.3% of consumers will tune in primarily to watch the commercials."
Taken from:
"The Super Bowl Economy"
by Douglas MacMillan and Paula Lehman
Monday, January 28, 2008
Posted by: Derek D
