Thanks to AdJab for the heads up on this Variety article, which outlines the times which are a-changin'
Some highlights to stick in your cannons:
- Procter & Gamble, which spent $2.5 billion on TV advertising in 2004, announced last spring that it planned to reduce its upfrontupfront TV buys by 20%. Verizon's broadcast TV spending now accounts for 20% of its overall media mix. Four years ago, it was 33%.
- Sara Lee execs came (to a TBWA\Chiat\Day Disruption Day) prepared to spend big on a conventional Super Bowl ad. They left with a different plan: a viral Internet campaign that turned on tailgating parties, stunts and contests.
- "Large advertisers cannot afford not to be on TV yet," Visa USA chief marketing officer Susanne Lyons says. "You can't walk away from it yet. But you're seeing a lot of experimentation around the edges."
As I often say (pages 18-19 of Life after the 30-second spot), the question is not whether TV advertising works. Of course it works...the REAL question is how well does it work...and what doesn't work...and what is the stuff that doesn't work doing to the stuff that does work...and how better served would we be if we shifted the stuff that doesn't work to other approaches (let's call this experimentation)
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