Decline of the 30 second commercial

According to a survey by the Association of National Advertisers and Forrester Research, advertisers are changing their perception on the 30-second TV commercial.

70% of the 133 advertisers surveyed believe the biggest attributing factor is the Digital Video Recorder (e.g. TIVO) while 60% of those surveyed said they plan to reduce their spending on 30-second spots once DVR penetration reaches 30 million homes.

This is clearly not bad news for our industry.

As our culture continues to move from "we" to "me", consumers will want more content and less advertising. This will in turn, make branded content and product placement more important to the marketing mix. However, us at Magnetic Alliance believe that the :30 second commercial should work harder for product placement deals. If a product placement is executed organically, consumers will want to see the commercial to learn more about the product that their favorite stars were using.


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