Communities Dominate Brands: McKinsey Study Predicts Continuing Decline in TV Selling Power

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August 07, 2006

McKinsey Study Predicts Continuing Decline in TV Selling Power

Mirror titles may be sold as ad revenues tumble + McKinsey Study Predicts Continuing Decline in TV Selling Power

McKinsey & Co. is telling a host of major marketers that by 2010, traditional TV advertising will be one-third as effective as it was in 1990. The McKinsey & Co.'s new media proliferation study data was prepared for, and delivered to, its Fortune 500 clients.

Trinity Mirror yesterday announced a root-and-branch review which could see the media group's newspapers, including the Daily Mirror, put up for sale.

yet 60% of marketing $$$ spent in the US still accounts of TV advertising.

Yet Jim Stengel CMO of P&G said TV advertising stopped working circe 1987.... Go figure.

Our advice, every CMO should be reading communities dominate brands.

Posted by Alan Moore at 06:08 PM in News | Permalink

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