I got a lot of feedback (mostly behind the scenes) about my post the other day. In fact, I heard from both founders of the agency I work (Mike) Connell (Becki) Donatelli in the same day. Hmm, I guessed I cause a little stir; mind you it is all good.
Besides the link to the MSNBC article on people skipping through political ads with their DVRs, I thought I'd republish this link to a Research In Brief Article published in May 2006 called While TV is First for News, Newspapers are Close Second. Now you might think by that title that it would hurt my argument - oh you are so wrong true believers. TV #1 it is NOT #1 for all age groups. Check this table out from the study.
Online is #1 for the 18-27 age group and it is second in the 28-39 group (BTW - second by 1%). Then for the 40-58 age group it is third, but 70% of the people said they use the internet for news. That's quite a shift and if you don't at least stream your commercials in an online banner ad, you are missing a significant audience.
Just so you media consultants out there don't think that I'm totally clueless, why not overlay on top of that data on the US population according to US Census Bureau from 2004? The age groups don't totally line up but for just the purposes of this post, if you combine the first two age groups you are potentially not reaching 96 million citizens, 64 million registered voters, and 54 million self-reported voters with their #1 and nearly #1 source for news and information.
With those kind of numbers how do you not just stream your offline commercials in an online banner unit? It is time to join the internet community and Just Stream It....
PardonMyFrench,
Eric
BTW - I will be out of pocket for the next week. You'll see posts because I've lined up a few. They won't reference any current articles but mostly they will be original content.
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