Studies have shown that U.S. television advertising is difficult to reach the effect
The new study based on television ratings data shows national television advertising campaign in the United States failed to cover most of the crowd in the target audience.
Directed advertising companies the Simulmedia use Nielsen (Nielsen) and Kantar Media data found that more than three-quarters of the TV advertising only 20% of the 18-24 year-old adults watched.
For example, from the view of the report, in March of this year, Unilever (Unilever) invested $ 6.3 million to promote its Axe Body Spray products on television, but it hopes to cover the 18-24 year-old population, 60% did not watching its advertising.
Similarly, in June, advancing Insurance Company (Progressive Insurance) invested $ 31.9 million to advertise on television, but all adults over the age of 20, the same month a fifth of the people do not watch any TV advertising. Several of the largest advertisers in the United States the advertising also occur in a similar situation.http://blog.livedoor.jp/szc168/
Despite the new media audience differentiation, but the bulk of TV ad spending is still a lot of companies marketing budget.
Estimated 42.2% of the total expenditure of the advertisers in the United States this year will be used for television advertising ($ 64 billion), higher than five years ago, 39% of the proportion of WPP’s GroupM (GroupM).
It has long been suspected defective TV in the coverage of a wide audience, the new study provide further evidence for such a challenge, this is likely to have a significant impact on the budget allocation of the entire media industry.
Interpublic’s Universal McCann’s global chief media officer David Cohen (David Cohen) said: “If you can be happy to get all the lucrative, do not have much power to change the status quo.” Of the company’s clients include Coca-Cola (Coca-Cola) MasterCard (MasterCard), Sony (Sony) and Microsoft (Microsoft).http://blog.livedoor.jp/shuaiziwei/
“But I can determine, whether you like it or not, the horse has been out of the stables.”
Simulmedia, including advertising agencies and marketers cooperation consulting firm MediaLink Chairman Wenda Millard (Wenda Millard) said: “TV ads always take ‘cast a wide net, listen to fate’, because the advertising broadcast we can not do anything out, only joking. ”
“Now, the joke has long been over. Wasting billions of dollars is not funny.”
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