Content is King: Advertising on Lost
If you watch TV on Tuesday nights, there’s a decent chance you tune-in to Lost. As the show nears its final month, its coveted airtime is drawing the “who’s who” of advertising; those looking to cash in on large audiences in one-fell-swoop. The ad time doesn’t come cheap though. At a brazen $900,000 for 30 seconds, only a handful of companies can indulge. Both Seinfeld and Friends raked in nearly twice the ad spend that Lost forecasts, but that was a pre-DVR era.
Technology has changed the game and left us questioning the value of primetime. Primetime is losing the 25 and under group to sites like Hulu.com. Those over age 25 are using DVR to watch primetime shows; it allows them to view at their own convenience and skip commercial breaks. Even with these shifts in viewing habits, many still see the advertisements. Whether they are multitasking and forget to fast-forward or they see some product placement in the show, it’s difficult to escape the sponsors.
Welt’s Take: In an age of numerous options and endless distractions, why choose primetime? With the same budget, you could fund an integrated marketing plan for months. This would include advertising on Hulu (where most of the 25 and under crowd is), all while creating one-on-one relationships; either watch the commercial or don’t watch the show.
If you are a challenger brand, which most of you are, don’t spend your money on the Lost ad time. You don’t have the luxury of wasting money. Instead, take your hard earned money and make it work for you. Get involved in a multi-platform, integrated marketing campaign. Target the places that your audience goes and do it for less. By spending wiser, you can set yourself up to become a category leader.
Do you watch commercials or do you use DVR to skip through them?
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Category: Welt | Tags: ABC, Advertising, commercials, Lost, Product Placement, Welt Branding 3 comments »
May 20th, 2010 at 7:03 pm
On Monday we plan on covering the Lost Finale with an ecommerce twist on our Ecommerce News Blog. This post is great so I’ll be sure our content team brings it up as well as links to you. Check out our blog and let us now if you want to be a guest author at any point. We have a great deal of readers and would love to draw attention to Welt Branding!
Amy
June 23rd, 2010 at 3:38 pm
[...] it will have to be soon as a Retrevo survey indicates that 83% of younger viewers watch TV online. Welt Branding suggests that this is an opportunity all advertisers should be taking advantage of, as it provides an [...]
November 24th, 2011 at 8:52 pm
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