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Minute Ad Gem Extends Demand for Longer Spots
Now the extra long commercials appear to be moving from special events to regular prime time. Gap Inc.'s Old Navy has prepared a two minute spot done up infomercial style that is slated to appear fake Cartier gold rings on "Talk Soup" and "Chelsea Lately" on NBC Universal's E!. And Cartier, which spends most of its ad money on magazines, newspapers and outdoor promotions, ran a whopping three and one half minute ad on CBS, ABC and NBC at about the same time this past Sunday evening an old school maneuver known as a "roadblock" and more popular when those three TV networks were by and large the only show in town.
Case in point? Tom Julian, a retail and cartier wedding ring replica fashion marketing consultant who runs his own Tom Julian Group, was attempting to get through "Good Wife" on his DVR before traveling the next morning. While initially deciding to skip past the ads, he came upon Cartier's cat and realized the commercial went on and on. " 'What's this panther?' " Mr. Julian said he asked himself, reaching for the rewind button. " 'Let me go back and watch it again.' I was mesmerized, entertained and intrigued," Mr. Julian said.
The total cost of the ad time? A 30 second spot on "Good Wife" this year costs an average of $137,457, according to Ad Age 's annual survey of prime time TV prices, while a 30 second spot on "Celebrity Apprentice" costs an average of $145,500 and a 30 second spot on "Desperate Housewives" costs an average of $149,556. Do the math and it looks as if Cartier spent around $3.03 million for the night.
We suspect Cartier paid full freight for its promotional antics. Unlike big TV advertisers such as L'Oreal and McDonald's, Cartier wouldn't have the ongoing relationship Cartier love rose gold ring Copy with the networks that might secure it a discount; it may even have been subject to some sort of premium. After all, a three minute spot means fewer ads can run overall during the programs in question. Some advertisers may even have balked at appearing, realizing that a three copy cartier love ring minute plus ad would most likely be more memorable than the 30 second variety appearing later in the program. Cartier did not make a spokesperson available to comment.
At the same time, the revenue from small advertisers looking for a big TV spotlight may be irresistible to the TV ad sales departments. Imagine, if you will, having the leverage to charge a client full price and not have to haggle over the request. Imagine running ads from niche marketers jewelers and not having to worry about backlash from rivals that also purchase your advertising. These ads could be a TV network's dream, so long as the circumstances are right. With consumer attention so fractured, the extra long ads can help a particular marketer stand out even to DVR viewers.
What that means: Viewers may not be exactly inundated with TV spots that seem to be more like mini documentaries, but it seems clear that they will be served longer ads from a shorter stack.trend copy cartier white gold jewelry size You should have Let's go understand regarding its the situation
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Now the extra long commercials appear to be moving from special events to regular prime time. Gap Inc.'s Old Navy has prepared a two minute spot done up infomercial style that is slated to appear fake Cartier gold rings on "Talk Soup" and "Chelsea Lately" on NBC Universal's E!. And Cartier, which spends most of its ad money on magazines, newspapers and outdoor promotions, ran a whopping three and one half minute ad on CBS, ABC and NBC at about the same time this past Sunday evening an old school maneuver known as a "roadblock" and more popular when those three TV networks were by and large the only show in town.
Case in point? Tom Julian, a retail and cartier wedding ring replica fashion marketing consultant who runs his own Tom Julian Group, was attempting to get through "Good Wife" on his DVR before traveling the next morning. While initially deciding to skip past the ads, he came upon Cartier's cat and realized the commercial went on and on. " 'What's this panther?' " Mr. Julian said he asked himself, reaching for the rewind button. " 'Let me go back and watch it again.' I was mesmerized, entertained and intrigued," Mr. Julian said.
The total cost of the ad time? A 30 second spot on "Good Wife" this year costs an average of $137,457, according to Ad Age 's annual survey of prime time TV prices, while a 30 second spot on "Celebrity Apprentice" costs an average of $145,500 and a 30 second spot on "Desperate Housewives" costs an average of $149,556. Do the math and it looks as if Cartier spent around $3.03 million for the night.
We suspect Cartier paid full freight for its promotional antics. Unlike big TV advertisers such as L'Oreal and McDonald's, Cartier wouldn't have the ongoing relationship Cartier love rose gold ring Copy with the networks that might secure it a discount; it may even have been subject to some sort of premium. After all, a three minute spot means fewer ads can run overall during the programs in question. Some advertisers may even have balked at appearing, realizing that a three copy cartier love ring minute plus ad would most likely be more memorable than the 30 second variety appearing later in the program. Cartier did not make a spokesperson available to comment.
At the same time, the revenue from small advertisers looking for a big TV spotlight may be irresistible to the TV ad sales departments. Imagine, if you will, having the leverage to charge a client full price and not have to haggle over the request. Imagine running ads from niche marketers jewelers and not having to worry about backlash from rivals that also purchase your advertising. These ads could be a TV network's dream, so long as the circumstances are right. With consumer attention so fractured, the extra long ads can help a particular marketer stand out even to DVR viewers.
What that means: Viewers may not be exactly inundated with TV spots that seem to be more like mini documentaries, but it seems clear that they will be served longer ads from a shorter stack.
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