Sunday, February 01 2009

Superbowl Weekend Thoughts

I think too many conservative pundits are attributing the decline in the fortunes of much of modern mass media to viewer frustration with media bias, or even just the poor quality of reporting overall.  I think this misses a major cause of media decline, one that affects the small online media as well as the larger print and broadcast media. Appropriately enough for this weekend, the relevant factor is the increasing ineffectiveness of advertising.

I've seen stories about advertisers scaling down for the Super Bowl this year, and it's too easy to blame that on the economic conditions (although that is certainly a factor).  I think advertising is becoming less effective because it has become over saturated, as I've said before.  With advertisers scaling back their advertising, media budgets for all media are dropping.

The big hit movie the past couple weekends has been Paul Blart: Mall Cop, which certainly wasn't expected to be a hit and certainly lacked advertising support.

Part of the factor with regards to Superbowl advertising, specifically, is that those people looking to watch for the good ads now have a better option, YouTube, and can focus on the best advertisers.  Excellent advertisements are now an art form in their own right, but do they sell anything?  And advertisements that aren't excellent are lost in the massive amount of advertising we've learned to turn out.

Update 2/5:  From what I'm told, the most successful ad of the Superbowl was a Doritos contest winner inviting fans to submit their own ads.  Total budget for production?  $2000.

Posted by: Civilis at 07: 24 PM | No Comments | Add Comment
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