By Renny Tirador
This isn’t the first time in the history of advertising, that industry executives claim the death of a medium. I was an infant when TV was invented, and at that time, many people said that it would be the end of radio.
More recently, the internet threatened the print industry as the “experts” forecasted that direct mail catalogs would be replaced by online catalogs. However, if you’ve checked your mail lately, you would know that printed catalogs are very much alive and doing well.
So, we come to the topic of our story… is the 30 second spot dead? There are many who believe that the 30 second spot is not dead, it is just wounded. Others are already writing eulogies for “the 30 second spot” and yet you turn on the TV and there are more commercials for cars and pharmaceutical products than ever. Which leads us to believe that there are some products today that do well with television advertising while others that were TV heroes of the past are now looking for other avenues to market themselves.
Take companies like PesiCo and P&G who are considering other ways to market their products, putting more emphasis on other touch points and cutting back on their TV budgets. For instance, a major portion of P&G’s marketing budget is drifting away from advertising altogether, into areas such as in-store promotions and online advertising.
This could be the result of recent studies that show an increasing number of consumers spending more time online and watching less television. But what are they watching online? More and more agencies are creating viral 30 second commercials and video that are planted on sites like YouTube, where they are seen by millions of viewers.
One last thought, regardless of all of the recent articles on this subject, television still plays a major role in most large advertising campaigns.