Friday, January 18, 2008
Are you out of business yet?
A recent survey reported in Ad Age sounds yet another death knell for traditional television-based advertising agencies. http://adage.com/digital/article?article_id=123011
(Ironically, it also sounds the death knell for Ad Age who is as television-centric as the most ossified of traditional agencies.)
I can sum up this survey with a single phrase, "We're going downhill fast." Among male alte kockers aged 45-64, computer-based entertainment is preferred to TV-based entertainment 33%-23%. It's 36% to 18% for those men aged 25-44. And among males 12-24, it's gaming 34%, computers 22% and TV a lowly 6%.
OK. A short lesson in semiotics, the language of signs. Is there a traditional agency in America other than two-time Agency of the Year winner Goodby et al, who doesn't list TV first on their website? Does either of the big advertising trade journals editorially reflect the statistics noted above? Does any CMO's time-sheet have his hours allocated accordingly?
There are those who still behave like the sun will never set on the TV-viewing empire. But they're not reading this. They can't. They're sitting in the dark.
Posted by George Tannenbaum at 7:27 AM