It's not 50% but even more that's wasted!

An interesting little piece appeared on Jaffe Juice today with the headline "94% of my advertising is wasted, the only problem is that I keep on investing in it".

Apparently BIGresearch have discovered that only a few people pay absolute attention to TV commercials to which they are exposed. So more bad news for beleaguered TV execs - people aren't paying attention any more & your medium is dying.

Actually I think this isn't such a bad stat when the dust settles. There are precious few campaigns where consumers engage to the degree that more than 5% of those exposed will take in the message fully. If an " UK GRP costs in the region of £1,500 and the potential audience is 20m people, this still makes TV an effective way of engaging with a broad range of people effectively.