Don’t Tell Jaffe
Nielson is reporting that an amazing 82% of Americans say television advertising is the most influential, a figure that’s way, way, way above the paltry scores for any other medium (the internet rings in at an anemic 4%).
Furthermore, 51% of them say television advertising is the most authoritative (newspapers, in 2nd, scored 24% and the internet, on rear-guard duty again, pulled 5%).
A mere twenty-four hours before the study was released, Jaffe posted a link to a story from India and said he “was looking forward to proof why the 30-second spot is ‘alive and kicking’, but this proof wasn’t consumer-centric at all in terms of receptivity or recall.”
Maybe this very-much-consumer-centric Nielson survey will change his mind, but I doubt it.
Like admitting unfiltered consumer-generated content has, uh, serious flaws, it would be so inconvenient.
A tip o’the hat to Adpunch for alerting me to the story.
Email Article Saturday, April 22nd, 2006 at 04:20pm Mack Simpson
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4 Comments Add your own
1. Rikki | April 23rd, 2006 at 9:40 pm
I think they need a few more focus groups to prove it
2. Mack Simpson | April 23rd, 2006 at 10:13 pm
God bless
fuck usfocus groups!(Welcome– love your doodles and your recent advances in Gummi Bear face transplant technology (despite the recent setback). Great stuff.)
3. makethelogobigger | April 24th, 2006 at 3:04 pm
What about focus groups made out of Gummi Bears.
;-p
4. Mack Simpson | April 24th, 2006 at 6:08 pm
Wouldn’t work; they’d do battle with the ever-present M&M, set out by the pound in bowls for the agency and clients on the other side of the one-way glass.
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