Do you think that right before the last T-Rex died that he knew it was over or did it just become a pre-historic ostrich, sticking his head in the dirt that would soon become our oil? That's what I think when I read this article over at MediaPost called ABC Looks Beyond Upfront to DVR, Commercial Ratings Issues which includes an interview with ABC's President of Advertising Sales Mike Shaw.
Does anyone really believe this strategy of forcing people to watch ads? I guess Mike Shaw can't wait for Phillips to build a TV that is commercial proof. My guess is he would give it away to boost sales. Seriously, do you know anyone that doesn't ignore or fast forward through commercials unless they are being aired on the SuperBowl?
Too busy to read the article? How about these kernels of wisdom:
- "I would love it if the MSOs, during the deployment of the new DVRs they're putting out there, would disable the fast-forward [button]," Shaw said.
- "I'm not so sure that the whole issue really is one of commercial avoidance," Shaw said. "It really is a matter of convenience--so you don't miss your favorite show."
- "People can understand in order to have convenience and on-demand (options), that you can't skip commercials"
Look I'm getting sick just typing those quotes. It is a warped sense of strategy. Why not handcuff people to their couches and force them to watch lousy commercials so ABC can sell at a premium. Look, people avoid ads all of the time even without having to skip them. People read books, get something to drink, and even surf the internet.
Whether you are selling advertising space on TV, radio, or the internet it is all about content. If the content is better than you'll have an audience and if the ads are interesting people will pay attention. The fact is people have been ignoring ads for years, it is only now that marketers can measure how often they are being skipped, so that cats out of the bag.
Welcome to the digital enabled world of 2006. Perhaps someone should remind ABC that you need to adapt or you'll end up in someone's fuel tank.