Kennedy New Media

Why Quality of course!

Are you sure about that? Really do you know? If you do, then you are a good deal ahead of most major TV ad execs who simply cannot grasp this concept. Traditional advertising versus the greater exposure and cost-effectiveness of the interwebs generally ends in an ugly, sometimes violent, shouting match between overpaid and under-thinking suits that do not want to admit that what they were taught 10-15 years ago is now failing. With the advent of commercial skipping DVR’s, its happening at an alarming rate. Just like the real estate bubble burst, so will traditional mass-market advertising. Lets take a look at the facts, shall we? Read on and I will show you how to do it better…

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Today is, of course, Superbowl Sunday. Heralded by many as the best day of the year for sports and by others to be the best day for advertising. Going off of numbers from an article on MSNBC.com (Advertising’s Big Game)in 1987, a 30-Second ad in that legendary Giants victory over the Broncos cost $600,00. The viewership was an estimated 87,190,000. If we do the math, each viewer cost the ad companies 14.5 cents. Seems like a small price to pay, right? I mean, 87 million people saw the ad! Fast forward to 2006 – approximately 77,900,000 people tuned in to watch the Steelers trounce the Seahawks. A 30-second ad cost companies a whopping $2.5 million dollars… lets to the math again: 77,900,000/2,500,000 = $31.16 per person. Lets say that again – Companies paid $31.16 for every person who watched their commercial. If you watched this game, for every 30 seconds of commercial you saw, a company paid $31.16.

That’s all well and good, Tim – but was it worth it? Read on to find out…

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