Mapping the Modern Consumer
Unquestionably, mass media advertising is either dead or on life support. Business leaders who think otherwise are most likely in a state of denial. The golden age of television peaked decades ago when, in 1983, 105 million people tuned in to watch the last episode of M*A*S*H. Since then, there’s been a steady decline.
Fifteen years later, 76 million views watched the last episode of Seinfeld, and then, viewership dropped another 15% between Seinfeld and Friends. And, last year’s last episode of Big Bang Theory had 14.3 million people watching Sheldon propose to Amy.
If you’re keeping score: M*A*S*H 105 million…Big Bang 14.3 million. The golden age of television is over!
Why? The simple answer is that in 1983, most viewers had three channel choices; today, we have hundreds of channel choices. This overwhelming choice has splintered television viewership. Meanwhile, newspaper readership has declined every year for the past 28 years.
What’s today’s most effective advertising channel? Promotional Products.
How could recipients not embrace a branded thoughtful gift that makes them feel happy, appreciated, thankful and special? How can advertisers not embrace an advertising medium that is tangible, useful, long-lasting, affordable and measurable with the lowest cost per impression of any advertising vehicle?