Bummed Out by Super Bowl Ads? So Are Advertisers.
Underwhelmed with last night’s Super Bowl ads? So are the people who paid for them.
The majority of TV ad buyers say they think their spots are less useful than they used to be. At least according to a new study from Forrester-ANA, which surveys top advertisers: 62 percent feel TV ads “are not as effective” as they were two years ago.
The Forrester (FORR) study is full of nuggets that will cheer those who want to radically transform the TV ad model. For instance:
- Ad buyers have reduced the amount they are spending on TV and are now allotting just 41 percent of their budgets to the boob tube, compared with 58 percent in 2008.
- 66 percent think DVRs “will destroy or reduce the effectiveness” of the 30-second ad.
- They overwhelmingly hate the existing metrics used to measure TV programming.
- 63 percent think Google (GOOG) will dominate “tomorrow’s big advertising winners,” ahead of cable operators (53 percent), cable networks (47 percent) and broadcast networks (nine percent).
So when can we declare traditional TV ads DOA? No time soon. Even in decline, TV ads are a $70 billion business, give or take a billion, and it’s going to take a lot effort to move an industry that size–even mighty Google has had no luck to date.
Comments
I would think that in a world where TV ads are on the decline, companies would embrace those rare moments where people actually look forward to watching commercials like the Superbowl. If we can't even look forward to Superbowl commercials anymore, what's to stop us from fast forwarding through the everyday ads.
Posted by kescovedo at February 8th, 2010 at 5:36 pmI'm tired of reading how DVRs are going to kill the traditional 30-second ad. Do I skip ads when using my DVR? Yes. Do I watch ads for things I might buy? Absolutely! Isn’t this how advertising is supposed to work – by reaching people in the potential market for a product? I even watch ads for products I’ll never buy if those ads are entertaining. What I don’t watch – and am sure to skip – are dumb ads (especially car ads, most of which are either dumb or boring).
Creative, effective ads will always find an audience. Don’t blame the DVR if your ads aren’t producing results. The fault lies not with the DVR, but with yourselves.
Posted by Altaira60 at February 8th, 2010 at 6:45 pmI actually agree with that, but I tried to order a pizza online when the papajohns ad came on and the website timed out and the phone line was busy.
So that kinda got me thinking.
Posted by kevindent at February 8th, 2010 at 9:13 pmWell maybe they need to start producing more interesting and funny advertisements. Commercials used to be much more entertaining to view – especially during the SB.
Posted by seoplans at April 21st, 2010 at 4:41 am