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Television Advertising… It’s Not What It Used To Be

‘New Girl ‘had just over 9 million viewers tune in to the season premiere was considered a hit. It wasn’t that long ago 9 million viewers put you in the bottom

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Having spent nearly the last 20 years in marketing and advertising I’ve seen a lot of directional changes.  I was reading an article on the new fall television season and some of the numbers were truly eye popping.  What caught my attention was what was being deemed a hit.

New Girl ‘had just over 9 million viewers tune in to the season premiere was considered a hit.  Those numbers helped it become the first new show of the fall to be picked up for a full season, says Ann Oldenburg at USA Today.  I did happen to be one of the 9 million as I’ve always liked Zooey Deschanel.

It wasn’t that long ago 9 million viewers put you in the bottom and sure cancellation after just a couple of runs.  The all talked about ‘Glee’ which got the best slot of the year, the ‘Post Super Bowl’ airing had 26 million viewers, which sounds like a lot till you find out that in 2004 the ‘Friends’ post Super Bowl Episode had over 52 million viewers that tuned in.

Television Marketing and Advertising Medford Oregon
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Then let’s ask how many people had access to DVR that friends episode in ’04 compared to how many had access to DVR Glee?  That number today would be 60% Percent of people that own a digital video recorder (DVR), says David Bauder at the Associated Press.

As a business owner contemplating marketing avenues you’ve seen the demise of print, TV has now joined the illustrious category and radio isn’t that far behind.  The one positive regarding Television advertising that in a lot of markets TV rates have reflected their loss of audience.  It’s more affordable than ever to advertise on TV, now affordable and getting an ROI are two different things.

It is discerning as an advertising agency and I’m sure as a business owner seeing dwindling numbers and ROI with traditional media. While new platforms open up just about daily, none of them has been a replacement to what print or TV used to deliver, and I don’t think any ‘one’ will ever be able to replace the numbers delivered by traditional media  It’s doing more work having to be involved in more platforms just trying to stay even.

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We’re living in a truly fragmented marketing society, with a lot of the platforms forming to run away from the traditional advertising that had paved the way for print, TV and Radio.  A new generation is growing up that has been marketed and sold to since being in the womb.  It’s a new era of marketing, which needs to be more targeted than ever.  Creating new customers is only going to get more difficult so hanging on and making the most of your current customers is going to be crucial during these economic and dwindling traditional media times.

 


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Mike Frey

Prior to co-founding Paradux Media Group Mike spent more than 15 years in the world of marketing and advertising. During that time working with hundreds of locally owned businesses he developed an appreciation for minimizing client’s dollars while maximizing tangible results for those clients.

His unique approach to buying media does not follow convention, but it does yield results that exceed those experienced by the more traditional methods. His goal is to provide only the assistance a client needs – and no more, thus minimizing unnecessary cost to the client

Mike is a talented and prolific script writer, ensuring that the client’s brand position is portrayed in a unique and attention grabbing manner. He specializes in story-arcs which evolve both the understanding of the clients’ brand as well as the capture and engage customers’ attention over time.

Mike learned marketing and advertising the hard way — selling it for a living. He was mentored by some of the brightest media, marketing, and advertising minds in the business and was extraordinarily successful in his endeavors. His clients universally agree that he brings a practicality to the business, appreciating their needs while offering options that will allow them to leverage their marketing investment into the future.

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