Channels Don't Matter...

Many clients are obsessed with which channel or which programme their ads appear in. Here is a secret...it doesn't matter

Because if it made a difference the channels would have proved it. TV can prove that it is more effective than Radio. And Cinema can prove that it is more effective than TV. But the TV channels haven't found any significant evidence that an ad on one channel works harder than an ad on another channel. In fact the opposite may be true, advertising on the worst channels & in the dullest programmes may be more effective. In media "Nobody knows anything"

The first TV commercial was aired in New York in 1941. Today the TV market in the USA is worth around $100 Billion annually. That is a large incentive for NBC, ABC, CBS & Fox to prove a difference. I asked MTV to justify their 300% price difference in Moscow against normal channels. They found a thin piece of data from Italy that showed a 13% ad recall benefit. Hardly the 500% cinema can prove (see link in the headline)

If the value is nothing, know the price of everything & don't pay more