--Charles W. Tillinghast, the president of MSNBC.com
The New York Times | November 11, 2009 "Online Ads are Booming, if They're Attached to a Video"

"By utilizing a multichannel strategy of combining internet and TV, advertisers can surround their target audience with coordinated messaging for greater impact."

--Chuck Moran, chief marketing officer for Burst
Online Media Daily | November 9, 2009 "Study: Sports Fans Get More News Online Than From Any Other Source"

Consumer fatigue about all things economic:

"They don't want to hear any more that companies understand how worried they are, and that they'll lower prices. What they are responding very well to are marketing efforts that surprise and delight them."

--Jarrett Paschel, VP at The Hartman Group
Marketing Daily | October 23, 2009 "Faux Frugality: Are consumers Really Any Different?"

"Television remains a highly relevant part of the mix in my view, and advertising demand on this medium should rebound nicely."

--Scott Cuthbertson, VP and Director, TV Newcrest
Broadcast Research Council | November 6, 2009 "Cyclical vs. Secular Trends + The Armchair Quarterback"

Advertisers want family-friendly programming:

"When we do things in the family environment, it's just that much more engaging."

--Ed Gold, advertising director, State Farm Cos.
Advertising Age | November 4, 2009 "Are Family-Friendly Shows a Better Environment for Ads?" (subscription may be required)

"One of the most pleasant things about watching TV shows online has been the relatively light ad load compared to watching the same shows on television. Unfortunately, it's unsustainable."

--Jonathan Bokor, a consultant specializing in monetization strategies and business development for digital and traditional media companies
MediaBizBloggers | November 4, 2009 "A Suit With a View: Web Video's Lower Ad Load is Unsustainable"

"The DVR was going to kill television. It hasn"t."

--Andy Donchin, director of media investment for Carat
New York Times | November 2, 2009 "DVR, Once TV's Mortal Foe, Helps Ratings"

"When you have a limited budget, you have to fish where the fish are."

--Donna Spurrier of Spurrier Media Group
BusinessWeek | October 22, 2009 "CBS is Looking More Like a Tiffany Network"

"Silence is not always golden, especially during times of turmoil."

--Ed Keller, CEO of the Keller Fay Group, a full-service marketing research and consulting company dedicated to word of mouth marketing.
MediaBizBloggers.com | October 28, 2009 "Car Talk and the Value of Advertising"

"We believe in the TV Everywhere model as the best solution, from the consumer's point of view. We've done a lot of extensive research and we know the distribution of content on the internet and mobile [devices] helps generate trial for programs that do migrate to TV and create a higher level of engagement for programming that benefits both the content provider and the advertisers."

--David Poltrack, chief research officer at CBS Corporation
Advertising Age | October 27, 2009 "8 Things You Should Know About TV Everywhere" (subscription may be required)

"Traditional media can do what social media cannot: aggressively interject messages into people's lives in a socially acceptable way. Research conducted by the Advertising Research Foundation indicates that messages delivered by TV may, in fact, be the fastest and most cost-efficient means to jump-start productive conversations in the digital and real worlds."

--Marsha Lindsay, CEO of Lindsay, Stone & Briggs, an ad agency specializing in jump-starting brands using brand-based consumer insights in traditional and digital media
Advertising Age | October 27, 2009 "How to Develop the Right Communications Strategy for a Conversation Economy" (subscription may be required)

"Advertising is the backbone of what we do in this business."

--Corina Diehl, Dealer principal Toyota-Scion, Chrysler-Jeep-Dodge in Butler Pennsylvania (suburb of Pittsburgh)
Automotive News | October 26, 2009 "How crisis turned Diehl into dealer" (subscription required)

--Joel Ewanick, Hyundai Motor America's head of marketing
Automotive News | October 26, 2009 "Hyundai marketer Ewanick goes face to face with the customer" (subscription may be required)

"You can draw a straight line from the time when people hear an ad on the radio or television to when they search for that company on the internet."

--David Karnstedt, chief executive of Efficient Frontier, which helps manage ad campaigns on search engines
Marketing | October 21, 2009 "Signs of Life in Online Advertising"

"Broadcast networks still bring in the largest viewers -- on average -- over any cable networks."

-Wayne Friedman, West Coast Editor of MediaPost
TVWatch | October 20, 2009 "Fox Looks To Join CBS' Retrans Fee Act: Will Cable Look to Upstage?"

"As summer fades and fall begins, [viewers] shift their focus back to school and take comfort in their TVs as season premieres and fall sports dominate the tube. With nearly half of the U.S. online population visiting television sites in September, it is clear that more than ever before, people are turning to the web for entertainment."

--Jack Flanagan, comScore executive vice president
Online Media Daily | October 18, 2009 "Sports, School And TV Shows Rule In September"

"I don't believe that live TV is going to disappear. There will always be a place for it and it is likely to remain significant."

--Mike Bloxham, Director, Insight Research, Center for Media Design, Ball State University
Online Video Insider | October 16, 2009 "A Peek Beyond The Schedule"

"There's so much media fragmentation, but so little of it has scale to be able to actually deliver an impact. Whether it's big-scale web, big-scale radio, big-scale outdoor, magazine or conventional TV...  you've got to deliver enough stuff to make the cash register ring which means you need big-scale impact."

--Mitch Dent, Executive VP, sales for TV group (Citytv and Omni) Rogers Media
Marketing | September 28, 2009 "The Hard Sell"

"Marketing is always a reflection of societal values, and many times, for smarter marketers, is a driver of them."

--Robert Scalea, chief executive for North America at the Brand Union, a branding firm that is part of WPP
New York Times | October 13, 2009 "In New Campaigns, Spots Take On a Rosier Hue"

"With the challenging economic climate affecting local businesses, it is important for broadcasters to aggressively advocate for the benefits of local television as the advertising platform and medium that consistently delivers the best results."

"Studies show that television is the most effective method for businesses to connect with local customers. So we are going to use our medium to promote the benefits of our medium"

--Perry Sook, chairman, CEO and president of Nexstar Broadcasting
MediaDailyNews | October 12, 2009 "Nexstar Targets Local TV Advertisers Using Its Own Airwaves"

"Knowing we were short of funds, we took all of that money and concentrated that money into two areas: television and internet."

"...70 percent television and 30 percent internet."

"...if you want to get to the right kind of people, you have to pay for that. This is what led us to do the Super Bowl for two years in a row."

"In this difficult environment, marketing also needs to have an impact on dealers. It is incumbent on the manufacturer to build buzz and get them to talk about more positive things. And it worked."

--Scott Keogh, Audi of America's director of marketing
Automotive News | October 12, 2009 "For Audi's Keogh, poking fun has a purpose" (subscription may be required)

Why GM believes in TV:

"...today's [car] buyer still tends to be 35 or 40 years old ...and still reads and watches television."

--Bob Lutz, General Motor's Company's marketing chief
Automotive News | October 12, 2009 "Lutz GM ads will sharpen images of vehicles, brands" (subscription may be required)

"Advertising needs to be like a product sitting on the shelf, because you never know when the consumer is going to be looking for you, so advertising has to rent the self-space all the time."

--Herbert Krugman, head of marketing research at General Electric (thirty years ago) argued against the on-off flights of heavy TV advertising in favour of a year-round approach
The Ephron Letter| October 2009 "Sitting on the Shelf"

"Television is still the strongest way to advertise."

--News Corp. Chief Executive Rupert Murdoch
Wall Street Journal| October 5, 2009 "Murdoch Sees Pickup in TV and Print Advertising" (subscription may be required)

"I am going to renew with you for another six months because I like you guys. You take the time to review my campaign's performance and we really feel we have a true partnership with your station. I will be trimming back some of my other stations, but not yours."

--Owner of a multi-location fitness business on why he was renewing with a particular station
tvnewscheck| September 22, 2009 "In TV Sales, Don't Forget a Bag of Donuts"

"Advertisers want comedy."

--Jeff Zucker, CEO and president of NBC Universal
MediaDailyNews| September 15, 2009 " 'Jay Leno' Clicks At 10, Zucker Takes Long View"

"Before we say TV is dead, we have to realize that much of the market share that online took was from other media, not TV."

--Eva Berg-Winters, an expert in online advertising at PricewaterhouseCoopers
New York Times | October 1, 2009 "Rate of Decline in Global Ad Spending Slows, Report Shows"

"When DVRs, and thus ad-skipping, started gaining popularity, there was a sense that broadcasters were doomed. But people still watch TV commercials, as long as they're not bad, irritating or repetitive."

--Alan Wurtzel, president of research at General Electric Co.'s NBC Universal

"The traditional ad is really still doing the heavy lifting of getting the benefits of the brand across."

--David Kaplan, senior vice president of research at Nielsen IAG

MSNBC | September 30, 2009 "Dramatized ads weave plots around products"

Jeff Zucker on television's future...
"Great content will always be the key. Consumers will have a number of ways to access that content. But I think television will continue to play an integral role in people's lives.

--Jeff Zucker, CEO and president of NBC Universal
MediapostBLOGS | September 30 2009 "Jeff Zucker Is Not Going Anywhere"

"This time of the year, the DVR is definitely a positive for the networks. In a world where it's difficult to get your product sampled, the DVR is an enabler."

--CBS chief research officer David Poltrack
Variety | September 29, 2009 "DVR retunes television"

TV screens vs. computer screens:

"We think there is still a premium to be paid for richness and quality of image, and volume of reach for an audience at any given point in time."

--Rob Norman, worldwide CEO of Group M Interaction
MediaPostNEWS | September 23, 2009 "Prognosticators See 6 More Weeks Of News Media"

Consumers have increased TV consumption because of DVRs -- by 10% for each viewer. This means that "DVRs do not necessarily negatively impact the TV industry."

--excerpt from Interpublic Group's Magna On Demand report
MediaDailyNews | September 23, 2009 "Magna: DVR, On Demand Use Limited, VOD on Rise"

"We have the advantage of a brand, and we have relevance, which has always been the name of our game."

--Judy McGrath, CEO of MTV Networks
MarketingDaily | September 23, 2009 "Prognosticators See 6 More Weeks of New Media"

"This is the age of authenticity; brands have to behave transparently and need to remain true."

--Mark Turner, chief strategy officer for Saatchi & Saatchi, Los Angeles
MarketingDaily | September 23, 2009 "Toyota Ads Leverage Its Rep For Reliability"

"Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does."

--Steuart Henderson Britt, US author on advertising
WARC

Marketers really want: "1) low cost advertising exposure and 2) high value marketing connections to consumers enabled by technology."

--Jack Myers, Media Economist, Investment Advisor
Jack Myers Media Business Report| July 27, 2009 "Lessons the Cabletelevision Advertising Bureau and Media Industry Could Learn from Baseball" (subscription required)

"...research has shown traditional TV content is where young viewers still gravitate in large numbers. TV is still the mother ship."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch| September 17, 2009 "NBC And MTV Both Need An Old-School Hit"

One of the biggest problems facing online video is its availability. Commercial time on a traditional TV show is by definition a scarce resource.

"If I go to ABC during the television season and I want to buy 30 seconds during Grey's Anatomy, they can charge me a lot because they will put eight, 10, 12 million people in front of the TV set. The minute I take that same piece of video and put it online, I have the exact opposite of scarcity; I have ubiquity."

--Shelly Palmer, Managing Director of Advanced Media Ventures Group LLC
Broadcasting & Cable| September 14, 2009 "Hoping to Reverse the Online Video (Cash) Flow"

"The No. 1 thing that drives viewers to programs is on-air (promotion), but the second is word of mouth. You need to do something to get people talking."

--ABC exec vp of marketing Michael Benson
Variety| September 14, 2009 "Fall TV marketing campaigns get wild"

"Television is the only true mass media still left.  The effective use of this medium will give you a massive reach."

--Bill James broadcasting veteran and media consultant
RBR/TVBR.com| September 11, 2009 "Broadcast consultant Bill James"

"There is little evidence to support the widespread assumption that TV (advertising) is becoming less effective. In fact, TV effectiveness might be increasing."

--Binet L & Field, Marketing in the Era of Accountability, WARC (p9)
Admap| July/August 2009 "Emotional Engagement: how TV builds brands at low attention"

The reasons distillers want to advertise on TV are the same as for other marketers, principally to generate greater awareness of products:

"We really need to expose Jameson to a broader audience."

"Television is a great medium for telling stories. For us, the John Jameson character is a way to express the brand"s authenticity and heritage and also introduce its wit and personality."

--Jeff Agdern, vice president for marketing of imported whiskey and Cognac at the Pernod Ricard USA unit of Pernod Ricard in Purchase, N.Y.

[Television] "is a great platform for a brand like Jameson" because it offers "a chance to tell a story in a bigger way."

--Mark Figliulo, chairman and chief creative officer at TBWA/Chiat/Day New York

New York Times| September 10 , 2009 "Jameson Adds Some Blarney to the Facts"

In defence of network television:

"People say network TV is cyclical; we've won eight of the last nine years. I really believe if you put on good shows they will come."

"The top cable shows are three, four, five million people. That's not close to what American Idol does or even a third of what CSI is doing." The "network business is going to be fine."

--Leslie Moonves, CBS Corp. President
Broadcasting & Cable| September 10, 2009 "CBS' Moonves Defends Broadcast Model"

"TV has changed. It's all about what's happening now. Immediacy is the key. With everyone Twittering now, information is only good for about a day. The idea here is to tape a fresh new show every day and talk about events that happened that day, that night."

--Jay Leno, former host of the iconic Tonight Show and now host of The Jay Leno Show
New York Post| September 9, 2009 " 'TV has changed' "

"Great creative matters, and it matters more than anything else " more than everything else combined."

--Bill Harvey, who has spent over 35 years leading the way in the area of media research with special emphasis on the new media
MediaBizBloggers| September 8, 2009 "Does Good Creative Really Matter? Yes, More Than Anything Else"

"The online video services are not compelling enough to convince consumers to cancel their pay TV services. There hasn"t been a compelling reason to connect more devices to home networks."

"One of the challenges facing online video efforts " is windowing. It still gives the edge to traditional media."

--Kurt Scherf, VP and principal analyst for Parks Associates
Home Media Magazine| August 27, 2010 "Parks: Associates: Network-Connected TVs To Triple In 2010"

"The possibility of watching (video) anyplace has really increased dramatically, but really the rule of thumb is that you watch it on the best screen."

--Gary Holmes, a spokesman for Nielsen
Reuters| September 2, 2009 "Viewers hunger for web and TV at same time: study "Viewers hunger for web and TV at same time: study"

"Although we have seen the computer and mobile phone screens taking on a significant role, their emergence has not been at the cost of TV viewership. The entire media universe is expanding so consumers are choosing to add elements to their media experience, rather than to replace them."

--Jim O"Hara, President, Media Product Leadership, The Nielsen Company
nielsen wire| September 2, 2009 "Three Screen Report: Media Consumption and Multi-tasking Continue to Increase Across TV, Internet, and Mobile"

"In the Great Depression, spending on advertising plunged by some 60%. But many of the companies that did advertise grew because of it. Part of the reason is that those companies that didn't advertise dropped out of view, and consumers felt abandoned. So showing that you have staying power is important and trying to rally in hard times is classic mythology. And what medium taps mythology more than advertising?"

--Abe Novick, a former executive at the Euro RSCG global agency who now writes about advertising as pop culture at abenovick .com
Baltimore Sun| August 9, 2009 "Advertisers take recession head-on"

"People like to shop. People like to research products. Where advertising is intrusive is when there"s a complete mismatch between product and viewer."

--Charlie Thurston, president of the advertising sales division at Comcast
Boston.com| August 3, 2009 "New online-type ads popping up on TV, too"

CW research shows that many young women immediately buy clothes featured on CW shows after viewing. CW will be doing a Style section online and will be setting up links with designers, or selling actual items on the CW site:

 "Every designer wants to get on our shows because [their clothes] sell out when they appear on the CW."

--Dawn Ostroff, president of entertainment for the CW
MediaDailyNews| August 4, 2009 "Ostroff Steers CW Seasonally, Pushes Retail Efforts"

"People are still buying plenty in every market every day. People are buying groceries, fast food, cars, vacations, insurance, clothing, computers, boats and even houses every day in every single market. With clever advertising that identifies and solves problems that keep consumers awake at night your client has a good chance of converting some of your listeners and viewers into customers for life. Never forget that commercials that solve problems in the consumer"s language (no clich"s) aren"t pesky annoyances, they"re public service announcements."

--Paul Weyland, President, Paul Weyland Communication Strategies
RBR/TVBR| July 31, 2009 "Obstacle Delusion"

"The usual view is that in marketing, to achieve a certain goal or aim, the more word-of-mouth you have, the less advertising you need. We found, in fact, that media advertising quite clearly helped generate word-of-mouth."

--Graeme Hutton, director-consumer insights at Interpublic Group of  Cos." Universal McCann
Advertising Age| July 27, 2009 "Could TV Be Bought and Sold Based on Who's Talking About It?"

"Television is still king. That"s where the largest percentage of our budget goes. I think the direction we"re heading in is more specialty TV, the cable channels. But online continues to grow for us too."

--Jason Keown, director of marketing, Burger King Canada
Marketing | Aug 18, 2009 "Burger King wants customers to get angry"

"TV is still the biggest cannon in the land. The ability to use TV to tell consumers what we are doing on the internet and take them into physical stores is very exciting to us."

Based on testing, the company found that TV advertising proved "extremely cost effective," and as a result is making a significant broadcast investment.

"We found that a lot of our TV marketing initiatives created more brand affinity than our online initiatives did. The response rate and the rate of return of those people who found out about it on TV was slightly higher than those who found out about us on the internet."

--Steve Boal, CEO Coupons.com
Adweek| August 3, 2009 "Coupons.com Tries TV Push"

"If we started over, if we started the entire television business today, we would expect to be [compensated] for cable coverage."

--David Poltrack, chief research officer, CBS Corp., president, CBS VISION
Broadcasting & Cable| August 3, 2009 "TCA: CBS' Poltrack Says Online Video Will Drive Second Revenue Source for Broadcast"

"Marketers who rely too heavily on interactive channels, at the expense of traditional channels, risk losing out on the lucrative Boomer segment that are avid multi-media consumers. In fact, unlike other age groups, Boomers consume a daily, balanced diet of media from multiple traditional and interactive sources with traditional media -- television, radio, and newspapers -- providing their daily 'squares.' "

--Anne Mai Bertelsen, Founder and President of MAI Strategies, a marketing consulting firm specializing in integrated marketing strategy development and implementation
Engage:Boomers| August 3, 2009 "Integrated Media Strategies Are Necessary"

"The most effective [ad] buy for you, if you want to hit 100% of Chicago [for example] with a branding message, is [still] some slick video advertisement. And you can't do it with cable [specialty]."

--Gordon Borrell, founder of research group Borrell Associates
BusinessWeek| July 23, 2009 "The Big Bounceback? Local TV"

The concept of Recency:

"A single exposure of an ad in close proximity to purchase occasion exerts a powerful influence on sales still holds true across all categories, brands."

--Leslie Wood, president of Leslie Wood Research, chairman of Media Trust LLC
Journal of Advertising Research| June 2009 "Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns"

Advertising in Quebec:

--Sylvain Charbonneau, vice president for Pepsi"s Canadian bottling group and its director general for Quebec
The New York Times| July 31, 2009, "In a Quebecer's Heart, Pepsi Occupies a Special Place"

--Byron Sharp, Virigina Beal and Martin Collins of Ehrenberg-Bass Institute University of South Austrailia, authors of the paper
Journal of Advertising Research| June 2009, "Television: Back to the Future" (subscription required)

--Jack Wakshlag, chief research officer of Turner Broadcasting
MediaPostBlogs| May 1, 2009, "Primal Screen"

--Jon Fine, BusinessWeek's "MediaCentric" columnist
BusinessWeek| April 30, 2009, "Why TV Advertising Isn't Dead Yet"

--Marc Graboff, Co-chairman of NBC Entertainment
Variety| April 28, 2009, "Panel debates future of television"

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch| April 28, 2009, "Online Video Growing -- But Very Slowly" (free registration)

--Bob Pittman, CEO of Pilot Group investment company; and former COO of AOL Time Warner
RBR/TVBR| April 27, 2009, "Bob Pittman is bullish on broadcasting"

--Ric Hendee, vice president for marketing services at Cotton Inc. in New York
The New York Times| April 7, 2009, "Warm and Fuzzy Makes a Comeback"

--Russ Klein, Burger King's chief marketing officer
WARC Online| April 2009, "Historical Evidence for maintaining Advertising Spend in a Recession"

--Amanda Welsh, head of research for Integrated Media Measurement Inc.
BizReport| April 22, 2009, "Study: TV viewers multitask online"

--Adam Armbruster, partner at broadcast TV consultancy Eckstein, Summers, Armbruster & Co.
BizReport| April 21, 2009, "Harris Interactive: Consumers shoot the messengers"

--Jeff Blake, Sony's worldwide marketing and distribution chief
Los Angeles Times| April 20, 2009, "Studios struggle to rein in movie marketing costs"

APEX, Leger Marketing| 2009, "APEX Influencer Report

--Mary Collins, president and CEO of the Media Financial Management Association
tvnewsday| April 17, 2009, "How to Have More Fun in Media"

--Bob Sliva, vice president and general manager of Scripps' WXYZ Detroit
tvnewsday| April 15, 2009, "TV GMs See Turnaround by End of Year"

--J. T. Hroncich, managing director and principal of Capitol Media Solutions
BusinessWeek| April 14, 2009, "Time to Buy TV, Radio, and Internet Ads"

--Erin Hardy, Vice President, APEX Public Relations Inc.
APEX, Leger Marketing| 2009, "APEX Influencer Report

--Diane Mermingas, editor-at-large at MediaPost
MediaDailyNews| March 23, 2009, "Wanted: financially Viable Social Networks" (free registration)

--Chris Rohrs, president of the Television Bureau of Advertising
TVNewsday| April 7, 2009, "Still Bullish About Spot Advertising"

--Chris Rohrs, president of the Television Bureau of Advertising
TVNewsday| April 7, 2009, "Still Bullish About Spot Advertising"

--Kaan Yigit, analyst with Solutions Research Group
TVWeek| April 5, 2009, "With 'Harper's Island,' CBS Tests Web-TV Boundaries"

--Pat McNamara, President, APEX Public Relations
APEX, Leger Marketing| 2009, "APEX Influencer Report"

--Shari Anne Brill, Senior-VP director of at Carat (Video Consumer Mapping Study)
Broadcasting & Cable| March 16, 2009, "Major Research Report Expected To Explode TV Viewing Myths"

--Greg MacDonald, analyst with National Bank Financial Inc.
Globe and Mail| March 25, 2009, "Nesting consumers drive up demand for digital cable" (to purchase article)

--Gary Slayton, Asics VP-marketing communications
Advertising Age| March 25, 2009, "Sales Jump 11% After Asics Gives TV a Try" (subscription required)

--Ian Beavis, exec VP of IAG's Research's automotive arm
Advertising Age| March 24, 2009, "Carmakers Return to Cable, Broadcast TV" (subscription required)

--Jo Ann Ross, head of sales for CBS
TVWeek| March 8, 2009, "CBS Sitcoms Thrive, Fueling Studios, Syndie"

--Chris Hosford, a spokesman for Hyundai
Forbes| March 3, 2009, "Fifteen Cars Americans Are Buying"

--Jim Hartford, director of marketing communications for Ford of Canada
Media in Canada| March 20, 2009, "Ford drives one big message of confidence"

-- Richard Khaleel, executive VP of Nielsen IAG's financial practice
Broadcasting & Cable| March 19, 2009, "Nielsen AIG: Ad Boosts by Financial Services Companies Could Keep Consumer Confidence"

--Ken Powel,l General Mills CEO
Brandweek| March 18, 2009, "Eat-At-Home Trend Gives General Mills a Boost"

--Manish Bhatia, president of advanced digital services at Nielsen Co.
MediaDailyNews| March 17, 2009, "Three Screens, One Question: How Will Audiences Consumer Content In The New World" (free registration)

--Steve Cannon, vice president of marketing for Mercedes Benz USA
Automotive News| March 9, 2009, "M-B: E class will use GLK ad strategy"

--Ron Shevlin, senior analyst at Aite Group
Advertising Age| March 12, 2009, "Banks That Spent the Most on TV Ads Performed the Best" (subscription may be required)

--Colin Grimshaw, Editor, Admap
Admap| February 2009, "One-screen solution"

--Susan Whiting, Nielsen"s vice chair
Nielsen News Release| February 23, 2009, "TV, Internet and Mobile Usage in U.S. Keeps Increasing"

--Pat McDonough, senior vice president of Planning Policy & Analysis at Nielsen
Nielsen| February 20, 2009, "Economy Affecting Overall Consumer Spending, But TV-Related Spending Relatively Spared"

--Bob Lutz, GM's executive vice chairman-global product development
Automotive News| February 16, 2009, "GM's Bob Lutz On Why Auto Biz is 'Abysmal' "

"[TV ads] help simplify the [buying] decision. As people"s lives become more complicated, there is great value to that. They want to zone out and watch TV and relax and let the communications wash over them. It's an extension of the brand experience."

--Joel Rubinson, ARF"s Chief Research Officer
Brandweek| February 25, 2009, "ARF: TV Ads Are Still Effective, If Not More"

"This year"s tumultuous economic climate was both a boon and a bane to ABC"s Academy Awards telecast. While several major advertisers dropped out of this year"s event, it allowed new brands to participate."

--Dean DeBiase, CEO of TNS Media
TVweek| February 25, 2009, "ABC Made $72 Million on 26 Minutes of Oscar Ads"

"If you don't sublimate your television campaign with online video, you will reach less people who have broadband. ..... brands can use traditional and online television synergistically."

--Hernan Lopez, president of .FOX Networks and COO of FOX International Channels
Online Media Daily| February 24, 2009, "Online Video Extends TV Campaign Reach" (free registration)

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch| February 23, 2009, "Recession-Era TV: Still Big Events, But Everyone Wants A Bargain" (free registration)

American Apparel's success:

"American Apparel's family is young adults who live in cities. Their rents are going down; if they're looking for a car it's cheaper than ever; and they didn't have a stock portfolio to begin with. There's a lot of retailers out there saying that the sky is falling, but this emerging class of young adult urbanites that make up the bulk of our target audience is still buying"

--American Apparel spokesperson
Advertising Age| February 23, 2009, "Taking Stock of Successes and Stumbles" (subscription required)

"We haven't seen a significant trend in the erosion of effectiveness of TV."

In fact, MMA, which reports to clients each year on its findings regarding aggregate TV effectiveness, has seen a slight uptick in effectiveness in recent years.

--Douglas Brooks, senior VP of MMA (Marketing Management Analytics) a unit of Aegis Group's Synovate
Advertising Age| February 23, 2009, "Guess Which Medium Is as Effective as Ever: TV" (subscription may be required)

"It [Adidas.TV] is based around the idea that lunchtime is the new prime-time."

--Daniel Stein, CEO of EVB, the San Francisco digital shop that conceived and built the service for Adidas
Adweek| February 18, 2009, "Adidas.TV Goes Hulu Remote"

"We're launching a new product every time we open a film. And so there is [at GE] an understanding that, far and away, TV is the most important and effective way to open a major motion picture."

--Adam Fogelson, head of marketing and distribution at Universal Pictures
Advertising Age| February 12, 2009, "Movie Studios Look to Take Advantage of Lower Scatter Pricing" (subscription required)

Audi's strategy:

...to offer a high-quality and -performance product, and make that known via high-profile media buys that the brand can own, as well as creating chatter by spending heavily on marketing as rivals retrench. Simply put, "a brand needs to have buzz."

"We want to send the message that this is a brand that's moving forward and is active"

"In a world of bad news and fear, confidence is contagious."

--Audi CMO Scott Keough
Advertising Age| February 2, 2009, "Thinking Big Takes Audi From Obscure to Awesome" (subscription may be required)

"People often adapt to the experience of watching television such that each successive minute is slightly less enjoyable than the previous one. Advertisements, although independently aversive, disrupt this adaptation process and can therefore make the overall experience more enjoyable."

--author of research from NYU Stern School of Business
THRfeed.com| February 4, 2009, "Study: Ads make watching TV more pleasurable"

"For generations television has been the ultimate mass media tool. There is no better medium for delivering a single message to a gigantic audience in a very short amount of time."

--Graeme Newell, broadcast and web marketing specialist
RBR/TVBR| February 4, 2009, "Finding Viewers' Missing Link"

"The vast majority of people still live very local lives. By all means go global, but the first thing you have to do is win on the ground. You have to go local."

--Nigel Hollis, chief global analyst at the market research firm Millward Brown
International Herald Tribune| January 11, 2009, "The myth of the global brand"

"Increasingly broadcast programs are available in lots of places online..."

"Though there is lots of other quality video being produced, the reality is that once you get away from hit TV shows and recently-released movies, little else has the same audience-driving appeal."

--Will Richmond, president and founder of Broadband Directions LLC
NATPE Video Nuze| December 12, 2008, "2009 Prediction #4: Ad-Supported Premium Video Aggregators Shakehout"

"As enamoured as advertisers are with the interactive potential of digital advertising, they know that online is a complement to offline, not its replacement."

"When I asked representatives of major ad agencies about how they chose the optimal mix of media for clients, I was led back, again and again, to television. That"s not just because it remains the one place where an advertiser can gather a truly mass audience for a single commercial message, but also because it provides what advertisers call an "immersive experience."

--Randall Stross, author and professor of business at San Jose State University
New York Times| February 8, 2009, "Why Television Still Shines in a World of Screens"

"...for television to work, it has to be relevant. When we see Homer Simpson act out with Bart, I think everybody knows that's a characterization of what parents feel; that's why it resonates."

--Dr. Phil McGraw
Variety| February 5, 2009, "Television reflects modern society"

"Marketing must be bolder and broader that it ever has been before. We always have to be thinking about all the points of connection between consumers and brands and embrace those opportunities as touchpoints."

--Cammie Dunaway, Nintendo evp/sales and marketing
WARC| January 2009, "AMA Mplanet 2009: AMA marketers on strategies for an unpredictable economy"

"In times of crisis, it is totally counter-intuitive to stop talking. When things are going wrong, increasing communications and opening up a good dialogue become even more important."

--Alfonso Rod"s, CEO of Havas Media
MediaDailyNews| January 28, 2009, "How Governments and Brands Can Boost Consumer Confidence" (free registration)

"...big marketers will threaten, but many can ill afford to be completely off television."

"As bad as the problems are at General Motors, Chrysler and Ford, they won't be totally leaving the biggest marketing platform behind -- despite erosion, despite problems with audience metrics, despite content-related problems."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch| January 27, 2008, "Take Your Ads Off TV Completely? Will You Disappear?" (free registration)

Dancing With The Stars:
"...I think, by the people who have come to watch the show and become regular fans of the show. They are tuning in when they can at home because even the most passionate young computer-oriented individual says they would rather watch their TV on a beautiful high-definition television than on a laptop."

--David Poltrack, longtime research guru for CBS
tvnewsday| January 27, 2008, "How Set-Tops, Streaming Help Local TV"

"A Super Bowl ad "will pay for itself before the year is out. We have not been in a Super Bowl that didn't make [us] money."

--Bob Parsons, founder and CEO of GoDaddy
Advertising Age| January 26, 2009, "Yes, the Super Bowl is Well Worth $3M a Spot" (subscription required)

The success of the Snuggie (a blanket with sleeves):

Ultimately, it was the quirky problem-solution DRTV ad that made the difference, not the design.

"Imagine a product like that just sitting on a retail shelf with no ad. No one would buy it."

--Doug Garnett, president of Atomic Direct, a Portland, Ore., direct-response agency
Advertising Age| January 26, 2009, "Marketing's New Red-Hot Seller: Humble Snuggie" (subscription may be required)

"At an event dedicated to a dream no longer deferred, TV did what no other medium, from print to blogs to webcasts, can do as well: It conferred a sense of union and participation, a feeling that you were sharing the experience, not only with those who were there but with everyone who was watching."

from:
USA Today| January 22, 2009, "TV coverage gives everyone a seat on the Mall"

"Part of the challenge of making video social on the internet is not just hooking it up to a Twitter feed or a social graph, but making features that recreate the Golden Era of television, of watching a program on the couch."

--Joost Chief Executive Mike Volpi
BusinessWeek| January 19, 2009, "Online TV Sites Battle for Viewers"

"We need to make the Audi brand far more popular and far more known. That's why we do the Super Bowl and the Olympics."

Last year, traffic to Audi's Web site tripled in the month leading up to the Super Bowl - as details about the ads were teased - and the month immediately after.

In the face of dismal automotive news, Audi said it's important to communicate strength and optimism. "This is a brand that's spending money."

--Scott Keogh, Chief Marketing Officer Audi of America
tvnewsday| January 19, 2009, "Super Bowl Still Big, But Ads Toned Down"

"...traditional media still has the capability to spark word-of-mouth." And for marketers, it highlights the fact that influencer-marketing campaigns can't only be digital-based efforts. "[These] campaigns have to leverage both traditional and online tools to connect with consumers."

--Renee Wilson, deputy managing director of MS&L New York
Advertising Age| December 15, 2008, " 'Digital Influencers' Get Info from Magazines TV First" (subscription required)

"It's heavyweight, a big blast. We still see a need for TV. It's a good branding tool."

--Lexus General Manager Mark Templin
Automotive News| December 8, 2008, "High-fliers Toyota, Honda are struggling, too" (subscription may be required)

"Marketers are realizing that entertainment value is essential if you want your message to break through the clutter. This is great news for agencies that have always believed in the power of a big idea."

--Chris Staples, founder and co-CD of Vancouver's Rethink
Media in Canada, January 14, 2008, "Look Back/Look Ahead: This is the golden age of media opportunity"

"Network television still works when viewers and advertisers respond to high-quality content."

--CBS Entertainment President Nina Tassler
Broadcasting & Cable| Jan 14, 2009, "TCA: CBS' Tassler Says 'Network Television Still Works' "

Despite sluggish initial sales for the Ford Flex, the marketing strategy is working:

"After awareness, you build consideration."

"You can see sales are starting to grow. It's a direct result of the second phase (of marketing)."

--David Mondragon, president and chief executive officer for Ford Motor Co. of Canada Ltd.
Toronto Star| January 13, 2009, "Ford gives Flex wagon a push"

"Taking money off network TV gives a rival the chance to get in -- a difficult play to stomach when many marketers are using ads to take potshots at rivals and snatch away market share. What's more, network TV still reaches the largest audience at a single moment, despite increased fragmentation among audiences."

--media buying executive
Advertising Age| January 12, 2009, "Networks Hold firm on Ad Deals" (subscription required)

"We're suffering more from psychological effects of national media than the local effects. The economy is what it is, but TV news headlines are way out of proportion to the actual problem."

"As broadcasters, we all have a very strong voice in our local communities. We need to use that promote our local strengths and business opportunities."

--Tim DeFazio, general manager of Withers Broadcasting's WDTV in Bridgeport, W.Va.
tvnewsday| December 15, 2008, "W. Va., Station Gives Car Dealers a Boost"

"The traditional media are in rough shape, with enormous pressures on their decades-old business models. Yet new media still have a lot of kinks. Television advertising is the most efficient emotional medium ever created. It's not clear that the internet can deliver that kind of mass emotional experience without spending much more money."

--Chris Staples, founder and co-CD of Vancouver's Rethink
Media in Canada, January 14, 2008, "Look Back/Look Ahead: This is the golden age of media opportunity"

"...all indications are that the more ways consumers have to watch content, the more their appetite for it grows."

--Anne Sweeney, co-chair of Disney Media Networks and president of Disney-ABC Television Group
MediaDailyNews| January 8, 2009, "CES: TV's future Growth Harder To Target" (free registration"

"TV drives retail and it drives viewership and awareness. When we spend a lot of money on TV, sales go up; when we"re off TV, sales go down."

"To me, that is what is driving people to the stores. It is the impulse, knowing the brand, seeing the products on TV and then walking into Wal-Mart or Sears and our products are right there."

--Larry Nusbaum, Ronco Acquisition Corp. CEO
Stores| January 7,2000, "Late-night icon Ronco reinventing itself by boosting retail presence"

"I think there's a lot to be said for trying to reach out and engaging people; the Super Bowl is also an advertising film festival, and the more you engage folks the better."

--Tim Calkins, Kellogg School of Management Prof.
MarketingDaily| January 6, 2009, "Super Bowl Marketers Must Gauge Sensitivity" (free registration)

"People have been predicting the end of network TV since 1952 or so. Of course it managed to survive."

--Tom Shales, Pulitzer Prize-winning author who is well known for his commentary on the social, political and business implications of mass media
tvnewsday| January 6, 2009, "A Not-So-Critical View of Broadcast TV"

"TV is still largely a group activity. People are searching for programs they can watch with kids in the room. Why do you think American Idol is still so popular, and even though Survivor has declined, it's still one of the stronger shows."

--Steve Sternberg, evp, audience analysis, IPG's Magna
Adweek.com| January 5, 2009, "Daunting Year Looms for Networks"

"In troubled times marketers retreat, goes the argument. "Tried and true" is the phrase that comes up. And that still means television."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch, January 5, 2009, "Is Digital Media Already Missing Its Chance -- At The Expense Of Traditional TV?" (free registration)

"When the market turns south, the business in quality socks goes up. ...people want to be seen as frugal to a certain extent, less flashy."

--Hayes Roth, Landor Associates Chief Marketing Officer
Marketing Daily| January 2, 2009, "Analyst To Brands: Stick To Your Knitting" (free registration)

"The reason I say the model endures and thrives is because the...consumer continues to embrace video and television. Use of the product is not shrinking."

Even though consumer spending has slowed dramatically this year, it's not dead:

"If you're selling something unique or something that consumers perceive to have value for them, they will still buy."

--Marshal Cohen, chief retail analyst with NPD Group
CNNmoney.com| December 9, 2008, "5 stores bucking the sales slump"

"Strong companies use strong brands in down markets to increase market share."

--Bill Wise, VP of business development at Yahoo
Online Media Daily| December 9, 2008, "Analyst: Overabundance Will Drive Down Online Ad Channels" (free registration)

"The gospel of media has always been that no new medium has ever replaced an existing one. Radio adapted to the introduction of television just as print adapted to the development of radio. Broadcast networks adjusted when cable came along. The internet, media traditionalists have continued to assert, might cause upheaval and change for established media, but it certainly could not result in the extinction of those media."

--Jack Myers, Media Futurist, Innovation Consultant, Jack Myers Media Services LLC
JackMyers Media Business Report| December 8, 2008, "Print Media Face Staggering Challenges for the Forseeable Future"

"Television is also doing relatively well in the downturn. As happened in the previous two downturns (in 1991/92 and 2001/02) advertisers will continue to shift their expenditure from secondary media to television, being familiar with its power to build brands."

"Like cinema admissions, television viewing tends to rise in recessions because it offers escapism, and at a much lower price per hour to the consumer."

--report by media-buying agency ZenithOptimedia
C21Media| December 8, 2008, "TV to Benefit in Ad Recession"

"The brands that don't keep advertising will be forgotten. People will not think about you when they do decide to buy."

--Stephanie Brinley, senior manager of product analysis at AutoPacific Inc.
Automotive News| December 1, 2008, "Marketing budgets collapse"

Past Quotes