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Why Geico is a committed TV advertiser:
"Insurance is not something we wake up in the morning and want to think about. It's not fun to buy and it's a big chunk of your disposable income. So we need to make it as engaging as we can for people."
--Lisa Cochran, Allstate's vice president of marketing
philly.com | February 15, 2012 "So, what's with all those car insurance commercials on TV?"
"Television is a business that everyone wants a piece of. Television's vitality lies in its inherent transference to the digital sphere. Instead of being rendered obsolete, television will become a driver."
--Diane Mermigas, editor-at-large at MediaPost
On Media | February 14, 2012 "TV Drives Revenues in Digital Realm"
"TV is the king of media categories when it comes to branding. It is indispensable."
--Vincent Letang, global head of forecasts for Magnaglobal, a division of IPG Mediabrands
Reuters | February 13, 2012 "Retail, consumer boosting U.S. TV ad spending in 2012"
"In the same way we look for book or music recommendations from friends, we turn to social media to hear about the next big thing. Traditional media outlets are becoming valuable editors of the social media space, using their expertise to tell their viewers what they should be consuming."
--Amy Jo Martin, Amy Jo Martin, founder of Digital Royalty
Harvard Business Review | February 7, 2012 "Three Lessons for Social TV"
"The traditional TV set remains and will likely continue to remain at the center of people's video lives, with tablets and other digital devices becoming extensions of their viewing rather than a replacement. Even with an increasing number of options, consumers still prefer the quality and social experience they can only get watching TV."
--Beth Rockwood, Senior VP of market resources for Discovery Communications
Advertising Age | February 9, 2012 "TV Plus iPad: Simultaneous Use Enhances Engagement for Many"
“We should spend money in social, but I don’t think it’s in a place yet where it will drive mass conversion or mass sales. It’s great for one-to-one interaction with consumers. But, for those clients who are trying to drive awareness, drive store purchases and things like that, they need mass.”
--Gibbs Haljun, managing director of media investment at media buying agency MEC
TVNewsCheck | January 25, 2012 "TV and Digital Make Advertising's Top Team"
"There is a shift. The older people are very important. They watch a lot of television, and they have disposable income."
--Andy Donchin, director of media investments at Carat
LA Times | January 22, 2012 "RLTV Targets Aging Boomers"
Why Audi didn't wait for game day to release it ad:
"We wanted to get the buzz going. And I think the way we look at it now is we want to put our flag on top of Everest first. You want people talking about your ad coming into the Super Bowl, anticipating your ad in the Super Bowl and then boom! It's sort of like before a race you want to be in pole position, not last."
--Scott Keogh, Audi CMO
ESPN | February 1, 2010 "Super Bowl ads taking the viral path"
"TV is everywhere. In numerous rooms in our homes. At our offices. At the airport. In bars and restaurants. And on and on. TV is everywhere. And now, online in a big way. No other media offers the combination of audio and video and the ability to tell a story like TV does. That's why it's such an important part of our lives."
--Irv Brechner, EVP Corporate Communications Acquirgy.com
MediaBizBloggers | February 1, 2012 "How Direct Response TV Raises All Boats"
"The social media conversation has put more value on a Super Bowl ad, fans will discuss your ads on Twitter and Facebook and then go to YouTube to watch it on demand over and over again."
--Brad Adgate, senior vice president of research at Horizon Media
Reuters | January 29, 2012 "Super Bowl advertisers seek buzz on social media"
The 50-plus population is an audience advertisers must pay attention to:
"There is a shift. The older people are very important. They watch a lot of television, and they have disposable income."
--Andy Donchin, director of media investments at Carat
LA Times | January 22, 2012 "RLTV targets aging boomers"
The value of long-running shows to advertisers:
"Shows like these are just one less problem to worry about in a fractionalized and fast-moving entertainment world."
--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | January 23, 2012 "The Value of Long-Running Shows for Viewers and Advertisers"
“... if brands want to build and maintain their influence, they have to build on these six factors – a leading edge position, trustworthiness, relevance, presence, corporate responsibility, and engagement with their consumers. And if our index is any indication, the greater your influence, the greater your bottom-line success stands to be.”
--Steve Levy, President Market Research East
Ipsos | January 24, 2012 "Microsoft Most Influential Brand in Canada"
“In local markets, newspapers are struggling. Yellow pages are gone or going. There are a lot of money in those media. That money is moving over to television.”
--Kathleen Keefe, VP of sales at Hearst Television
TVNewsCheck | January 25, 2012 "TV and Digital Make Advertising's Top Team"
“Television drives the sales. It drives the decision-making process. When an advertiser is on TV, we also see a spike in search.”
--Gibbs Haljun, managing director of media investment at media buying agency MEC
TVNewsCheck | January 25, 2012 "TV and Digital Make Advertising's Top Team"
"The George Foreman Grill. It was a product that had been such a shelf potato, sitting there not doing anything. After the infomercial, it’s sold bazillions. It’s a good example of why the format works so well: People needed to know why they should buy it."
--Doug Garnett, CEO of Atomic Direct
MarketingDaily | January 18, 2012 "In Praise of the Humble Infomercial"
"Maybe more than anything, indications are that digital and social media are viewed as valuable drivers of TV advertising. So, keyboard and smartphone options can bring increased spending on TV, not cannibalize it."
--David Goetzl, Mediapost Analyst
TVBlog | January 3, 2012 "Social Media Helps Drive TV Market"
"Super Bowl Sunday viewers grasp the remote with white-knuckles during a game-winning field goal attempt, but more often they grab the remote to rewind engaging ads throughout the big game."
--Greg DePalma, Vice President of Audience Insights at TiVo Inc.
MediaBizBloggers | January 18, 2012 "Is the Super Bowl Commercial Value a Coin Toss?"
Research from the water treatment company Culligan, revealed high degree of trust in the brand with consumer sentiments tied to the local franchise and the level of service they offer:
"The real trick is that most consumers are looking for a brand promise that isn't based on a national image, but on [Culligan's] value that the loyal dealer brings."
--Ted Fay, Culligan International's director of eMarketing
MarketingDaily | January 18, 2012 "Culligan Man Gets A Local Focus"
The Super Bowl:
"There's a massive audience who tune in simply to watch the ads, not just to watch the game. People are paying much closer attention to the ads, so retention of the ads is greater."
--Brian Thomas, Volkswagen USA general manager of brand marketing.
USA Today | January 16, 2012 "Carmakers seek Super Bowl ad wins"
"Expect the formation of 3-screen ecosystems, the adoption of Smart TV, and the rise of digital wallets to drive new venues for commerce and advertising. This connectedness should mean consumers spend more time finding and consuming media as content remains king."
--Tony Wible, Media and Entertainment Analyst at Janney Capital Markets
Jack Myers Wall Street Media Business Report | January 13, 2012 "Active Week for Media on Wall St."
“I don't think back then any of us really envisioned this reciprocal relationship that’s going on right now, where television is actually better because of the internet. Not just online viewing -- that ability to get more information and get more involved in what you’re seeing."
--Chris Geraci, a managing director at OMD
TVBlog | January 3, 2012 "Social Media Helps Drive TV Market"
"Advertisers are bringing back vintage characters, themes and jingles in hopes that evoking fond memories of the past may help shoppers feel better about buying products now."
--Stuart Elliott, advertising columnist for The New York Times
New York Times | January 12, 2012 "In New Ads, Stirring Memories of Commercials Past"
"Across the ever-changing media landscape, TV maintains its stronghold as the most popular device."
--Nielsen study "State of the Media Consumer Usage Report"
Warc | January 10, 2012 "TV Retains Key Role in US"
"True luxury leadership comes from being the thought leader in the segment, not necessarily the sales leader."
--Scott Keogh, CMO of Audi of America
Brandchannel | January 9, 2012 "Audi's Brand Strength is More than Sales"
"...there is much evidence that technology is in reality helping the TV business evolve.... The advent of 'social viewing,' driven in great degree by Twitter, has compelled the most passionate viewers to watch, live, along with their social graphs -- or otherwise be left out of the conversation. This has created a next generation of 'event' programming.
--Evan Shapiro, President, IFC
Huffington Post | December 14, 2011 "The Death of Television"
"...television will remain the go-to platform for highly engaging, highly resonant brand advertising. As targeting the right networks and programs becomes more effective, television’s pull will only increase."
--Mark Lieberman, co-founder, Chairman and CEO of TRA
TV Board | December 19, 2011 "Looking Back, Forging Ahead"
"Not only is TV getting the benefit of new web content streaming services, but television networks and studios are continuing to produce and distribute ever-better programming. Led by a strong TV ad market, the need to compete for fragmenting audiences and the booming demand in international markets for quality U.S. programming, TV content keeps getting better and better."
--Dave Morgan, CEO of Simulmedia
OnlineSPIN | January 5, 2012 "Top-10 Reasons Why 2012 Will Be the Year of Television (Once Again)"
"The TV ecosystem is still very healthy. We understand the economic backdrop which we are operating in. We have seen multichannel home growth pause. [But] the value proposition of TV is only getting better."
--John Martin, executive vice president/CFO of Time Warner
MediaDailyNews | January 5, 2012 "TW's Martin: TV Everywhere Will Be 'Game Changer' "
"In the continuum of TV advertising, 2011 should be remembered as the year that quieted doubters about the medium’s long-term prospects. ...there is hardly evidence that other options can provide that wide, fast reach with sight, sound and motion that sets TV apart."
"Referring to TV as an old medium now seems very old."
--David Goetzl, Mediapost analyst
TVBlog | January 3, 2012 "Social Media Helps Drive TV Market"
“In the decade I was at the company, I never saw the value of TV. But after the board approved the idea and a video about Parisian lovers ... the TV broadcast pulled in so much incremental search traffic that it paid for itself."
--Eric Schmidt, Google’s executive chairman
The Globe and Mail | December 28, 2011 "Google turns to television to lure consumers"
"...nothing has replaced TV as our collective cultural conduit. It is the most relevant content in our culture. Nothing even comes close. TV is the most liked, followed, desired and demanded content on earth."
--Evan Shapiro, President, IFC
Huffington Post | December 14, 2011 "The Death of Television"
"Television has proven itself a reliable beacon in times of change. Advertisers searching for their bearings in a social-enabled multiplatform world have continued to rely on television as the linchpin of their media campaigns."
--Mark Lieberman, Chairman and CEO of TRA, Inc.
TV Board | December 19, 2011 "Looking Back, Forging Ahead"
Pawn Stars propels History channel:
“This proves to us the power of one hit show and how it can transform a network.”
--Michael Nathanson, a media analyst for Nomura Equity Research
New York Times | December 18, 2011 "Channel's Swift Rise Attracts Ads and Envy"
"TV is stronger now than ever, with no signs of slowing down. Rather than destroying television, 'disruptive' technologies have created something new called 'TV,' which is more potent, more vital and more important than at any point since the first black and white broadcasts."
--Evan Shapiro, President, IFC
Huffington Post | December 14, 2011 "The Death of Television"
The economy is like “a Nascar race, operating under a caution flag, but no one has dropped out.” When the racers, that is, marketers, see a green flag, “they will be competing at full throttle.”
“We believe that consumer spending will continue to increase, fueling that recovery.”
--David Poltrack, chief research officer at the CBS Corporation and president of its CBS Vision unit
New York Times | December 5, 2011 "Quadrennial Effect Could Make '12 a Very Good Year"
"With the adoption of tablets, the mindset that TV shows are watched only on a television set is fading."
--David Purdy, VP Video Products, Rogers Communications
Broadcaster | December 15, 2011 "Rogers to Launch App for Live Streaming for iPads"
"Television is not a box or a screen; it is a personal experience shared between a storyteller and an audience. Prime Time is not a slot on a schedule -- it is an expectation of creative execution and quality. No matter when or where or how someone watches television, it is still TV."
--Evan Shapiro, President, IFC
Huffington Post | December 14, 2011 "The Death of Television"
"Our study suggests [TV is] still holding its own and that many people are merging their surfing and viewing habits, fusing social media with viewing and creating new possibilities for programme makers and advertisers to interact with them."
--Tom Satchwell, marketing director for home business at Motorola
Warc | December 16, 2011 "New habits strengthen TV in UK"
"Today’s audience brings a whole new set of expectations from the shows they connect to and embrace."
--Mark Burnett, Executive Television Producer
lostremote | December 13, 2011 "Mark Burnett Embraces Social TV with Second Screen Deal"
“If you’re going to be adopting a ‘TV anywhere’ strategy, you have to be anywhere. You can’t pick and choose a platform; you have to let them decide what platform they want to consume content on.”
“There’s an entire segment of the population that consumes media differently than their parents or grandparents did.”
--David Purdy, VP Video Products, Rogers Communications
Marketing Magazine | December 12, 2011 "Rogers Bringing its TV Content to Xbox 360"
"The rising tide for TV seems to be lifting all boats, even the venerable ship known as broadcast network television. It has never been healthier."
“Everybody calls me a cheerleader. But you know what? Network television’s doing better than it’s done in many, many years.”
--Leslie Moonves, president and chief executive at the CBS Corporation
New York Times | December 6, 2011 "A Moment in the Sun for Television"
“Simply put, in scarce times, marketers are concentrating their budgets among their primary medium (often network TV for large brands seeking awareness) and a secondary medium (often digital platforms for traditional brand marketers, who typically pursue engagement-based outcomes among a subset of the population who are aware of their brand attributes).”
--Brian Wieser, senior research analyst with Wall Street’s Pivotal Research Group
MediaDailyNews | November 30, 2011 "Madison Avenue Expat Wieser Forecasts Ad Industry's 'New Normal' "
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