A survey by the ANA (Association of National Advertisers) shows that nearly half of marketers (47 percent) increased television advertising budgets since 2009. Thirty percent of respondents said that budgets remained the same, while 23 percent noted their budgets decreased.
Television is still the top media platform for advertisers. However, 60 percent of respondents indicated that television is facing stiff competition from other media. Other threats to television advertising’s effectiveness include: Fractured attention, due to surfing the Internet and/or texting while watching television (57 percent); and commercial avoidance due to the use of DVRs (56 percent)
At the same time, respondents identified opportunities associated with TV advertising. The top two are comparable metrics across all media, and video/commercials extending to the Internet, mobile devices, etc.
The vast majority surveyed are interested in receiving individual commercial ratings (82 percent). This finding supports a recent ANA initiative that found a growing desire for reporting brand specific commercial ratings.
“There was much chatter in the past about the television medium and 30 second spot being dead, but this survey has shown that TV advertising is very much alive–perhaps even more so than in the past,” said Bill Duggan, group executive VP, ANA. “Even with the risk of competition from other media platforms and the use of DVRs, there are still many opportunities for marketers to optimize TV into their marketing mix.”
In regard to television and marketing strategy, survey findings suggest that there are differences between how business-to consumer marketers are leveraging TV for growth compared to business-to-business marketers. Since B-to-C companies tend to have a broader consumer base and a larger advertising budget, television advertising may be a more effective media channel for them. This is demonstrated by the fact that 64 percent of B-to-C marketers reported that their television budget has increased over the past two years, compared to 27 percent of B-to-B marketers. On average, more B-to-C marketers surveyed (36 percent) said that television advertising has become increasingly important to their marketing strategy in the past two years. By comparison, just 13 percent of B-to-B marketers agreed with that statement.
This survey was conducted online by the ANA during July and August of 2011. In total, 135 client-side marketers responded. On average, respondents of this survey have 15 years of marketing experience.
Directing and Editing “Conclave”; Insights From Edward Berger and Nick Emerson
It’s been a bruising election year but this time we’re referring to a ballot box struggle that’s more adult than the one you’d typically first think of in 2024. Rather, on the industry awards front, the election being cited is that of the Pope which takes front and center stage in director Edward Berger’s Conclave (Focus Features), based on the 2016 novel of the same title by Robert Harris. Adapted by screenwriter Peter Straugham, Conclave stars Ralph Fiennes as the cardinal leading the conclave that has convened to select the next Pope. While part political thriller, full of backstabbing and behind-closed-door machinations, Conclave also registers as a thoughtful adult drama dealing with themes such as a crisis of faith, weighing the greater good, and engaging in a struggle that’s as much about spirituality as the attainment of power.
Conclave is Berger’s first feature after his heralded All Quiet on the Western Front, winner of four Oscars in 2023, including for Best International Feature Film. And while Conclave would on the surface seem to be quite a departure from that World War I drama, there’s a shared bond of humanity which courses through both films.
For Berger, the heightened awareness of humanity hit home for him by virtue of where he was--in Rome, primarily at the famed Cinecittà studio--to shoot Conclave, sans any involvement from the Vatican. He recalled waking up in Rome to “soak up” the city. While having his morning espresso, Berger recollected looking out a window and seeing a priest walking about with a cigarette in his mouth, a nun having a cup of coffee, an archbishop carrying a briefcase. It dawned on Berger that these were just people going to... Read More