Publicis wonder if we're all idiots

Apparently we don't know if TV advertising works. That is apparently the "hold grail" (see http://adage.com/mediaworks/article?article_id=126611). Hmm for me, this one is in the bag. TV advertising does work - or at least some times. Maybe someone at Adage isn't so sure.

Is "on demand" a new concept?

There is nothing new in media.

The 30 second spot is alive and well

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!

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Nod to Scamp for the link (http://scampblog.blogspot.com/2008/02/heresy-of-month.html)

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.