I read an article this morning about how Disney Media Networks Co-Chairman Anne Sweeney at ABC is looking to revamp the way that Nielsen measures ratings to determine ad revenue.
This is in response to TiVo, YouTube, podcasts and the like. Essentially, consumers nowadays simply refuse to watch bad ads, and the Sleep Country water-torture method of 70s is on the way out.
It won’t be long before stations like ABC ban annoying ads altogether, as it only hurts their overall ratings. This puts the onus on clients and agencies alike to demand innovative and engaging work from their creatives: something we couldn’t be happier to provide.
There is a great excerpt about this very phenomenon in the Infinite Jest, where a migraine medicine company has such effective ads that they create migraines in those watching (the ads are a series of impressionist paintings by those suffering from intense migraine pain). Viewers can’t stand to watch the ads anymore so they keep changing channels. But the migraine company has made so much money that they can afford to buy the whole channel themselves and run their ads 24/7. The only response is for the station to run an ‘All Ads All the Time’ channel, which generates amazing ratings.
This very blog has finally reached #1 across the board for freelance english copywriter, on yahoo, msn, and google.
