 1. “In the ten years starting in 1994, AmEx's TV ad spending plummeted from 80% of its total advertising budget to 35%.”
2. DVR Penetration in markets like Dallas = 27%. In three years, it will be 50%.
3. Allstate slashed its upfront spending to $10 million from $70 million two years ago.
4. “On the heels of the Vioxx/Celebrex controversy, the task to penetrate consumer consciousness—which is likely more predisposed than ever to ignore marketing messages from pharmaceutical firms—will be even more challenging.”
- Brian Steinberg, Wall Street Journal
5. Coca-Cola announced that it plans not to make any purchases during the TV upfront ad buying period. Yesterday Johnson & Johnson also announced plans to skip this year's TV upfront. Coke and J&J's move to sit out the TV upfront also reflects major advertising shifting their ad budgets away from network TV because of the changing media habits of consumers.
6. 78% of the top 133 marketers feel the potency of their television advertising has declined in the last two years.
- ANA/Forrester Research Study
7. There are a host of nimble, new media-christened production and distribution companies whose programming lends a degree of ownership to the advertiser. This advertainment goes beyond typical product placement and writes brands in as actual characters. So rather than not so subtly hitting the viewer with occasional product drops, the same brand(s) will consistently enter the storyline. The thinking is more background music than exclamation point, with the desired effect being achieved over 10 or 12 shows.
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