So the question to ask yourself and your media department: are you spending the max amount you can in advertising mediums that are permission and engagement based - especially search? Search consumers are asking for information on the search they are doing at the time they are doing it. They are calling for you to provide them with the information they need to compete their purchase decision. If they are looking for your products isn't it better to be there than interrupting them during TV viewing?
Regular activities engaged in by viewers during TV commercials:
- 41.2% channel-surf
- 33.5% talk with others in the room or by phone
- 30.2% mentally tune out [I've met them]
- 5.5% regularly fully attend to commercials [I haven't met them]
Rank ordering of activities engaged in by people while "using media", in order of declining popularity:
- Doing housework
- Doing laundry
- Talking on phone
Top simultaneous media used when reading a newspaper are:
Top simultaneous media used when listening to radio are:
- "Engage in other activities"
Wednesday, January 30, 2008
Why is it we Buy TV Ads?
Not sure why we do but this new data from BIGresearch shows that very little engagement exists with TV advertising. Here is a great summary of the results from Marc Andreessen's (the founder of Ning) blog: