McKinsey Report on Advertising

I'll get the links to this Ad Age article, but I wanted to get some of these highlights out right away. According to this new report by consulting firm McKinsey, spending on prime-time broadcast has increased over the last decade by 40%, while viewership dropped 50%! Additionally:

65% of consumers fell that they're bombarded by too much advertising. (And yet, the industry continued to be excited by new advertising vehicles where the audience is trapped and can't get away. Just look at the boom in in-cinema advertising. DBP)

54% avoid buying products that overwhelm them with too much advertising. (Yea read that again and think of your advertising plan!)

44% of purchasing decisions at one telecom company were influenced by customer interaction rather then advertising. (Empasis mine)

Keep reading that last one until you get it. 44% made the experience of the brand -- not what it said -- the dominent purchase decision. Can you afford to have 44% of your audience not purchase your product because of a bad experience?

There's a lot of good information in the article and well worth the read. More to come!