A new study was released yesterday and the Headline reads: "Study Reveals New Commercial Avoidance Culprit: Talking"
I can only ask, "We needed a study for this?"
There has been a lot of talk the last couple years about technology leading to commercial avoidance and that people are skipping our commecials or engaging in other media during commercials. The reality is, that for as long as we've had other people in the room, refridgerators, remote controls, magazines and bathrooms, people have been avoiding commercials. The only differences are a) we can now measure avoidance and b) networks have continued to add more commercial time -- thus turning off consumers and c) advertising is becoming increasingly mediocre and unworthy of consumer attention.
Anyone who lives at all, and watches any tv can observe that people as a whole dislike advertising. It's our job as advertisers to create something that viewers will want to invite into their lives and is worthy of their time. If we don't, they will, and should, avoid us.
"Repetition does not break through the clutter. It escalates it" -- Joe Duffy