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Webcast Prepared for Members of The Advertising Research Foundation Prepared by: Joel Rubinson, Chief Research Officer, The ARF January 14, 2009 [email_address] Follow me on twitter @joelrubinson Empirical Generalizations Regarding the Effectiveness of TV Advertising Over Time
DVR household penetration in 2008 has reached 25 - 30% (Eggerton, 2008; Goetzel, 2008; Steinberg, 2008) and 50% of DVR owners typically fast forward (Morrissey, 2008).
Increase in TV commercial clutter. Over the last 50 years, “non-program content” in a 60 minute prime time show has increased from 11 to 18 minutes (Papazian, 2007).
Shift in media consumption patterns that have led 50%+ of TV viewers to multi-task, presumably paying less attention to TV as they are simultaneously on the web, using their phones, reading, etc. (MRI, 2008; Papper, Holmes, Popovich, & Bloxham, 2005).
Can TV still work? It’s even getting a little ugly…
A sense that there is something wrong about push marketing that attempts to “interrupt” viewers and intrude
“ What would you rather have, 5 million impressions or 10 quality relationships?” ANA conference speaker
“ What is the future of a business where the consumer hates your product — in this case, advertising?” Greg Stuart, former head of the IAB, in AdWeek
Can TV still work? Some empirical results in favor…
Evidence was published in 2007 by professors Hu, Lodish, and Krieger from IRI Behaviorscan testing using experimental design that the average level of effectiveness of TV advertising, using test vs. control methods, has actually INCREASED.
Evidence that people are in heightened states of awareness while fast forwarding and still absorb messages (especially those they have seen before).