The slow death of TV advertising

By - June 14, 2005

By Damien Stolarz for SiliconValleyWatcher

Death of TV.jpgThis link from Brand Noise: TV Continues to Unravel (from a WSJ article) discusses the fact that Procter & Gamble is sharply lowering the amount of committed television advertising this year, and that the company is trying to find "life beyond the 30-second TV spot".


Another interesting quote from the article: "We must embrace the consumer's point of view about TV, and create advertising consumers choose to watch."

Is he talking about infomercials (which people watch for entertainment value), or video-blogish downloadable ad spots such as those done by Seinfeld for Amex? Is he implying a switch from annoying interruptions of your main program (unlikely in ad-supported network TV) or some other form of compelling commercial content?

While this is only one data point in a sea change of media consumption, I tend to agree that advertisers will increasingly switch their ad dollars around, especially to more trackable media.

Thirty-second spots, with their difficult-to-count "impressions," are still potentially useful for well-capitalized, global brands. But there are now thousands of video channels, as well as hundreds of thousands of audio (podcasting) and text channels (portals), each able to provide exact statistics about their listeners, viewers and interactions. Internet advertising is finally getting its revenge, moving into the mainstream and taking a hefty, satisfying bite out of TV's ad revenues.


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