Interesting little presentation on the "death" of the 30 second spot. It appears that it's another top media myth. Having said that, I've never had access to the IPA databank and I'm also sceptical that the databank is all that useful since it contains only campaigns percieved to be success stories. Nonetheless it's an interesting starting place and I completly agree with the conclusion that TV advertising is still the best medium if you need.
Whatever anyone says big campaigns need TV for reach and impact - nothing else can match it!
Nod to Scamp for the link (http://scampblog.blogspot.com/2008/02/heresy-of-month.html)
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