On the top of B1 in the WSJ today, there is an article titled, “For Big Marketers Like AmEx, TV Ads Lose Starring Role.”* Big companies are starting to spend their money in other places. This isn’t huge surprise, but the article give some insight into what the big guys are thinking. This from AmEx chief marketing officer John Hayes when he addressed NBC’s ad salesforce:
Your business model needs to change…It used to be that we bought time, shipped you the commercials, had lunch or a glass of wine together once in awhile; you took care of the quality of programming and we made sure the check did not bounce. We all sat back, checked the ratings , watched our business grow…those days are woefully over.
The article reports that TV ads now account for only 25% of total ad expenditures. Here are other ways they are spending their money: Jerry Seinfeld/Superman webisodes (here was my post on that from Brand Week), an touring photo exhibit of classic photos from past ads, and sponsorship of the Sheryl Crow Central Park concert.