Blog: Andy MortonCAGE 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.

COMMENT

The politics of M&A, the end of Anheuser-Busch InBev's affair and Britvic's Brazilian ballroom - The just-drinks Analyst

In his latest commentary for just-drinks, former drinks analyst Ian Shackleton heads to Brazil to look at 3G's burned fingers, the future worries for Anheuser-Busch InBev and Britvic's samba moves....

BLOG

Budweiser races to stock Mars bars

For those people looking to the Red Planet as shining utopia away from all things earth, look away now....

BLOG

When life gives you lemons, make soap

Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....

BLOG

Small measures required as Philadelphia soda tax adds up

Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....

just-drinks homepage



Forgot your password?