Ad Impressions: Remote and User Controlled
More than 30 percent of households with a TV now have a DVR device
Impressions Less Control
At more than double the price tag, CBS has very few 30-second Super Bowl spots left while NBC is struggling to sell 2010 Winter Olympic ads.
Yes, the Super Bowl has a prestigious reputation for the most watched and talked about commercials, but the Olympics start just one week after Super Bowl Sunday. Advertisers invest so much in creating the commercials, why not rerun the same 30-second spots at half the price?
Impressions Remotely Controlled
More than 30 percent of households with a TV now have a DVR device. If most people are like me, they’ll record the Olympics to watch at a more convenient time, and scan through to parts they’re most interested in. We’ll speed up the process and not take the time to view every commercial.
Have DVR, Tivo and YouTube viewers changed the way traditional TV is being watched so much so that advertisers are looking for alternative ways to reach their target market, even during widely viewed, mainstream television events?
Impressions User Controlled
There are certainly options to target more specifically and less expensively, and whether you advertise on the Super Bowl or through an alternate media there’s always the chance your ad will go viral, extending your reach even further—for free.
Image: Tsmall
December 5th, 2009 at 2:24 pm
I love your idea. I’m afraid too many organizations may blow their budgets on creating “award-winning” ads that are so clever they forget to sell their product. People tend to watch Super Bowl commercials — quite a feat — but do they prompt viewers to buy what they’re selling?
March 8th, 2010 at 3:58 am
I feel that the effectiveness of television ads in general are on the wane, and with the abilities of DVR to skip through the clutter, targeted advertising is becoming increasingly ineffective. causing advertising budgets to being diverted to lots of other projects, like sms competitions, mall activations, etc