Saturday, January 05, 2008

Tipping Sacred Cows – article in the WSJ

Many thanks to Rick Hartley for pointing out this article in the Wall Street Journal (January 4, 2008). Sorry but the WSJ is subscription only.
The article provides a lot of quotes from Janice Finkel-Greene, an executive vice president of futures and technology at Initiative (part of Interpublic Group).

This is a quote that I have been waiting to read for the years.
Already, she and her team are beginning to question some long-held notions in the industry. One evolving theory: that advertisers should pay more attention to people's viewing patterns than to their demographics, such as whether they are a twentysomething or a male. Fans of the NBC Universal show "Heroes," for example, whether they are 18-year-old men or 54-year-old women, generally tend to watch the show the same way -- often clicking through ads, she says. The same has been true so far for NBC's "The Biggest Loser." That's a shift from previous years, when TV networks and advertisers were focused on reaching coveted demographics like viewers aged 18 to 34.
My contacts in the media buying industry in the UK suggest that the fascination (I would say obsession) with age is beginning to change. Not a day too soon. Dick Stroud

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