Nielsen has reported today that U.S. advertising for the full year 2008 was down 2.6% compared to the full year 2007. You are so not shocked. "Given the state of the U.S. economy, a decline in ad spending was expected, but it's not as bad as it could have been," Annie Touliatos, vice president of sales development for Nielsen's ad tracking service, said in a statement.
So that's the bad news. Here's the good news.
Less ad spending means more opportunity for creative.
You see, creative makes your media buy work harder. Creative needs less media time because it gets more media attention. The reason Tom Shane ads work is not because they're good, but because there's a ton of them. If they were good, there wouldn't need to be a ton of them. And media spending would be less.
I hate to say it, media buyers, but less dollars for you means more dollars for good creative.
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