Hey CJ... I have this revolutionary media idea... Why don't we blow the entire budget on TV?

Know More: Media

News today that even though online advertising grows year by year in the US, it has now been surpassed by the UK, where it is growing at the rate of about 40% per year. According to Group M, owned by WPP Group, online ads are expected to account for roughly 14% of all advertising in the UK this year. Which is more than twice the U.S. amount, and the highest rate in the world. Four years ago, Britain was behind the U.S. in online ad spending, whereas now, online ads in Britain will account for more than 10% of all ads; comparatively, online ads will only account for about 5% of U.S. advertising this year. So why, you might ask, is there such a difference? Firstly, because, in common with many other nations, Britain has had a higher shift to affordable broadband Internet access compared to the U.S. with its co-called competitive environment (remember how that was supposed to work for cable TV, as well?) In addition, UK media buyers are much quicker to experiment with ad platforms, while U.S. media buyers are more skeptical of new advertising mediums. Television advertising seems to still be the choice of U.S. buyers. TV will bring in more than $72 billion in 2006 ad revenue, about ¼ of all advertising revenue. That is a figure that has held steady since 2000. Further proof that Big Dumb Agencies get dumber by the day, and that eventually clients are going to figure it out that their agencies are screwing them.

We are now accepting entries for the US Media Buyer, "Dunce of the Year" Award!

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$72 Billion in TV ADs???!!! Excuse me while I clean up the wine I just spit out all over my computer screen. That is just a ridiculous figure to be spending on 30 second spots. I wish people would get a clue and pay for things that they can actually measure and know are making an impact. I don't think I've seen a TV ad since I bought my TiVo seven years ago. This whole situation is going to get a whole lot worse before it gets any better.

Posted by: davis freeberg | December 11, 2006 10:37 PM | Permalink to Comment

Advertising, ad campaigns, ad agencies, and the people that make it happen

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