Is the provocative statement given in this presentation from the excellent Future Lab. I’ve pulled out the stats from the presentation:
- In 1965, 80% of 18-49 year olds in the US could be reached by three 60 second spots. In 2002, it needed 117 commercials to do the same (Jim Stengel, P&G – I personally lead with this stat a lot in presentations)
- Big six study: People with personal video recorders like Tivo and Sky+ watch 12% more TV while 90% of them ad skip.
- The advertising turn-off is a factor that crosses geographical boundaries. In China 85% stop watching TV during commercials. Half do housework, eat, chat or use the bathroom
- 54% of US consumers avoid products and services which “overwhelm” them with advertising (Yankelovich and Partners)
- According to the CMO’s council retail fluency report, in terms of influence when it comes to buying electronic goods, in-store sales assistants scored 49%, word of mouth from family and friends 33%, the Internet 21%...TV and radio ads 4%
- 80% of CEOs believe their brand provides a superior customer experience. 8% of their customers agree
- According to the Marketing Science Institute, word of mouth is 7x more effective than newspaper ads, 5x stronger than a personal sales pitch and 2x as effective as radio advertising
Finally, a diagram from the presentation about the advertising hype cycle. Second Life....or Twitter anyone?
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