..and how to capitalize on the decline of the :30
Major brands are increasingly looking to focus TV ad spending around DVR-proof events. As first reported by MediaPost, Coca-Cola plans to shift more of its spend to events like the Super Bowl and “American Idol," which are typically aired live. In contrast, dramas and comedies can increasingly be played at any time using on-demand programming with dvr's, mobile, online and other platforms.
“You still do 30-second spots, but if you’re like me, most of the television you watch, you record and when you then watch it, you skip over all the ads … (but) you will watch certain shows live because you want to be able to talk about them tomorrow when you go to work,” Coca-Cola CFO Gary Fayard said.
If other brands follow suit, and given that Coca-Cola is a bellwether for advertising there...
The :30 ad is living on borrowed time and has been for years. The problem is the model most agencies get compensated under - commissions on media buys - and the whole media planning process for placing ads, just doesn't translate well to sponsorship deals.
Unlike media, sponsorship is not a commodity to be bought and sold. It is a problem solving medium that has many component parts that must work together seamlessly to deliver results. But here's the thing, sponsorship is really much more well-suited to delivering accountable, bottom-line, trackable results, than any other medium.
Well put Michael!