Online: be there or be square National Edition

Couple these trends with the tremendous surge in time spent online (according to Comscore Media Metrix Canadians spend an average of more than 1.5 hours a day online), and you can see why industry insiders are forecasting the decline of the 30/60 second spot and other forms of traditional advertisin...

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Bibliographic Details
Published inNational post (Toronto)
Main Author Munro, Kerry
Format Newspaper Article
LanguageEnglish
Published Don Mills, Ont Postmedia Network Inc 10.03.2006
Subjects
Audiences
Canadians
Consumption
Marketing
Online advertising
Television advertising
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Summary:Couple these trends with the tremendous surge in time spent online (according to Comscore Media Metrix Canadians spend an average of more than 1.5 hours a day online), and you can see why industry insiders are forecasting the decline of the 30/60 second spot and other forms of traditional advertising. This increase in Web marketing is happening because savvy marketers know that traditional media consumption numbers are down across North America. Last week, Marketing magazine released viewing patterns during the Winter Olympic Games in Turin that cited a decline in Canadian TV ratings -- down 37% compared with the 2002 Olympics in Salt Lake City. In the U.S., the Associated Press released NBC's figures. NBC promised 12% to14% ratings but did not reach those targets. Both networks tried to compensate for this deterioration by giving extras to their advertisers such as rebroadcast ads at no charge. NBC has indulged its clients with these perks repeatedly in this Olympic season to offset its diminished ratings.
ISSN:1486-8008