What if there were no more TV?
FUTURELAB
Advertising is Dead
FUTURELAB
Actually….
FUTURELAB
Last Year
Last Year
76% of consumers don’t believe that companies tell the truth in advertisements
Yankelowich,2006
Last Year
“You can’t bore people into buying your product – you can only interest them”
The Consumer is Tuning Out
•In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G)
•A US hour of prime time TV carried 21 minutes of advertising, Late Night network shows like Leno or Letterman carry 31:27 (TNS Media Intelligence, Q1 2006)
•Big Six study (US): People with DVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%)
•78.2% of Germans are irritated by advertising, only 24% actually still watches it (GfK Marktforschung)
•85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.)
FUTURELAB
Last Year
“Today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities."
Jim Stengel, Global Marketing Officer P&G
Last Year
Advertising Myths
1. Frequency is mostly not a driver for action
2. There is no golden rule about OTS
Last Year
• 54% of US consumers avoids products & services which “overwhelm” with advertising
(Yankelovich Partners)