Are the days of the “captive audience” for advertising. Television is a great example – once cable introduced us to hundreds of channels and remote controls made it unnecessary to leave the couch, advertisers had to work much harder to maintain the attention that the television program had attracted. One of the few times people actually tune in to TV with the intent of watching commercials is the Super Bowl – where advertisers are intentionally pushing the limits of creativity and humor. Still, for the first time in 23 years, Pepsi opted to NOT run a television commercial during the Super Bowl this year. With 30-second spots costing around $3 million, many would assume this was a money-saving measure – but it wasn’t. Pepsi actually increased their 2010 ad budget, but opted to shift to digital. Why? Better engagement with consumers, the benefit of a two-way dialog, and also the opportunity to more closely measure the campaign and get a real idea of the effectiveness of their investment.
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