From Stan Lee over at brand dna. Interesting thought -- in bold.
Both my kids, ages 11 and 15, spend way more time online than watching TV. They also go online while they're watching TV. It's as if the TV has become this generation's background music. Something to have on to take away the silence whilst you're doing other things.
I guess the thought struck me because even though I'm not in the demo he references, I often find that television IS playing that role of background noise. As though it is becoming almost and audio versus video medium. Which, in and of itself, is quite an interesting thought to ponder.
Think of radio -- the ultimate background medium. Seldom does anyone consume the medium with complete attention. They're always doing something else -- driving, reading, talking, working, etc. At least with TV, the audience was assumed to be actually viewing...but what if Stan's observation is not only right but not right enough. What if folks are starting to treat certain types of TV as background?
In my own consumption I'd certainly classify morning shows like The Today Show, news, talk shows and many game shows as background noise. I'm hearing the show but not necessarily watching it, unless something in the audio track catches my ear and peaks my interest. On the positive side, because I'm not actively "watching" the show, I don't bother turning the channel or fast forward if I happen to be watching on Tivo -- so on one hand, I'm being exposed to the ads but on the downside, if those ads are using a visual solution -- which so many tv ads today rely on -- then I'm likely missing it. However, if the clever creative built an audio spot that has a visual compliment (for those folks that are actually watching) then the advertiser might actually have a better shot of reaching me. Now doesn't that throw yet another monkey wrench in our advertising challenge.
Maybe Tivo isn't the only thing TV advertising needs to worry about.
Probably the best spot I've ever been associated with... too bad it never ran.
Here is the one that did run... also wonderful.... different tone because the older female target needed to hear a more uplifting message while our Consumer Mapping process showed the younger demo needed to be woken up and made to seriously consider the message. The powers to be were more comfortable just running this Asia spot across both media buys. Shame really. The Sunni spot would have really spoken to that younger demo in a voice that was more real and authentic.
AT&T still hasn't figured out I'm still a customer. But at least they've sweetened the pot. Up to $250 for me to come back. Wonder if it is like the gate agent at the airport who keeps upping the ante until some poor smuck agrees to give up his seat on an overbooked flight?
In our business, the most important decisions (the actual purchase decision) is quite often made when we're (advertising) not in the room. Our ads are long gone, our tv spots run and if we're lucky they are at least looking at some piece of collateral, a web page or in the retail channel a POS display, packaging design or looking at a sales associate -- but other than that, the great heft of our efforts are gone and we can only hope not forgotten.
Makes me step back and re-evaluate how we go about allocating client budgets. In fact, makes me step back and rethink the entire purchase equation and ask myself if there isn't a more effective way to invest client budgets. A way that ensures a more prominent voice at the moment of truth. Or a way to actually get consumers to invite the client's message into the room when the decision is being made.