Blog: CAGE 2015: Can we ditch our TV ad addiction?
Andy Morton | 17 March 2015
It was a throwaway aside in a conversation about marketing spend.
“Nobody is investing in TV any more,” the head of a UK marketing agency told me a few months ago while discussing the emergence of luxury pop-up stores.
However, it seems companies ARE still spending on TV marketing - the point is, they shouldn't be.
In a presentation at the Consumer Analyst Group Europe (CAGE) conference in London yesterday, Martin Sorrell, CEO of multinational ad agency WPP and industry icon, revealed that in 2013, 45% of overall ad spend in the US went to TV. But consumers only spent 38% of their media time watching television.
Compare this to the internet, which takes 22% of ad spend but 25% of time spent. For mobile devices, the gap is even wider - just 4% of spend but 20% of time.
According to Sorrell, this represents a massive opportunity for FMCG companies who are willing to invest in new digital platforms - as long as they can ditch their TV dependency.
Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....
No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....
Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....
Canadian craft brewer Unibroue has partnered the lead singer of Megadeth to release a beer. ...
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