--Bruce Leichtman, CEO of Leichtman Research Group
MediaDailyNews | March 3, 2010 "Media Trends: Web-to-TV Gains Popularity"

"We've seen several instances where an [ad] integration is superior in driving brand recall, while the 30-second spot is more effective in boosting purchase intent. And the greatest impact is usually seen when the two are paired together -- the integration often helps to predispose the viewer, making them more receptive to the traditional ad."

--David Kaplan, Nielsen IAG svp, research and product development
Brandweek | February 28, 2010 "That's Advertainment!"

“TV is important because it gives you the reach to get more visible.”

--Marina Hahn, senior vice president for marketing at Constellation Brands in New York, which oversees Svedka
The New York Times | February 25, 2010 "Who's That Grl? Svedka Vodka Brings a Mascot to TV"

“Increased usage of social media is definitely driving the ratings.”

--Jon Gibs, a vice president at Nielsen

New York Times | February 24, 2010 "Water-Cooler Effect: Internet Can Be TV's Friend"

“People want to have something to share.”

The effects of online conversations are “important for all big event programming, and also, honestly, for all of television going forward.”

--Alan Wurtzel, the head of research for NBC Universal
The New York Times | February 24, 2010 "Water-Cooler Effect: Internet Can Be TV's Friend"

"All of our research says in a recession, brands that do the best are those that are authentic, purpose-driven brands that have defined themselves over decades as being true to their core purpose."

"Our approach -- not just in the U.S. -- is to find a suitable "big bang" platform in which to launch the campaign. We looked at the Super Bowl, but we thought if ever there is a platform that epitomizes joy and was more than a one-day flash like the Super Bowl, it's the Olympics."

--Jack Pitney, VP of marketing for BMW
MediaPost Marketing | February 23, 2010 "BMW Marketing VP Discusses 'Joy' Strategy"

"Multiplatform consumption is emerging and it's going to become extraordinarily important. The mothership will remain with TV; that's where 93% of the use is. [Multiplatform] is not only more important, it's hugely mainstream."

"The more platforms you used, the more engaged you become."

--Alan Wurtzel, president of research and media development for NBC Universal
MediaDailyNews | February 23, 2010 "Olympic Ads Pay Off For Marketers, NBC"

“Television advertising is not dying. Rather than fragmenting the marketplace, emerging video platforms like broadband and mobile TV are acting as audience multipliers.”

“Rather than cannibalize traditional television, emerging video platforms, like Hulu, cable VOD and FLO TV, are supplementing viewership and creating new revenue streams for programmers.”

"TV is still the #1 screen. Television viewership remains at hundreds of hours per month, while viewership of broadband and mobile video remains in the low single digits. It is reckless to proclaim that any great revolution is taking place."

--Michael Goodman, Senior Director, Research and Analytics for Mercury Media
Enhanced Online News | February 23, 2010 "Mercury Media Releases 'The Power of Television' "  (the study)

"Nobody with responsibility for a bottom line has ever felt comfortable with social media as a replacement for traditional advertising."

--Jonathan Salem Baskin, a global brand strategist, author, and speaker
Advertising Age | February 22, 2010 "What if Giving Up Your Brand Really Means Giving Up"

“We make a massive investment when we acquire and produce the Olympics. The lions’ share of advertising revenue continues to be generated by our television coverage.”

--Gary Zenkel, the president of NBC Olympics
The New York Times | February 18, 2010 "A Trickle of Live Streams on the Web"

"The great thing about the Olympics is that it's the No. 1 sport for interest among women, and 76% of American households watch it. So it's the perfect place for P&G to be."

"...sports is a great way to get families together. People like to watch sports together."

--Marc Pritchard, Global Brand-Building Officer
Advertising Age | February 16, 2010 "Why P&G is Bringing 18 Brands Together for Olympics Push"

"The primary reason that the internet fares so badly in attracting branding ads (as opposed to direct response or sales service/info ads) is the way it is configured. Putting it bluntly, the internet is generally not an ad-friendly place, nor does it have a standard ad unit, ad clutter controls or even the kinds of ad exposure and impact research that branding advertiser require when evaluating their television buys."

--excerpt from:
Media Matters | February 15, 2010 "Note to Media Sellers: It's Not The Audience"

On advertising during the Olympics:

"The Olympics is the spirit of competition; it's about who wins and who doesn't. The second thing is that we don't want to wait in line for five or six years for consumers to discover that we have great products when the truth is out there right now."

--Scott Keogh, Audi's chief marketing officer
MediaPost Marketing | February 12, 2010 "Audi Launches Winter Olympics Ads"

“Hyundai’s marketing team seems to believe that they need to make big splashes to be considered a major player. And, I must admit, their efforts – and those of their product planners – are working, because the company’s image and its market share are growing at an impressive clip.”

--Michelle Krebs, Edmunds.com Senior Analyst
RBR/TVBR | February 12, 2010 "Super Bowl ads drove auto activity online"

"Despite a consumer's endless number of programming options, large, cultural events like the Super Bowl [or The Olympics] still matter. These events attract mass audiences, and more importantly, they attract consumer mindshare, which can extend well beyond the event itself."

--Mitch Spolan, Yahoo's Vice President of North American Field Sales
MediaPost Marketing | February 11, 2010 "Beyond The Super Bowl"

Q) Why was Google, in the forefront of the movement from old advertising to new, legitimizing TV by buying a spot in the Super Bowl?

 

A) "...we decided to share our favourite one with as many people as possible.”

 

--Sandra Heikkinen, a spokeswoman for Google (The ad)
New York Times | February 9, 2010 "Do-It-Yourself Super Ads"

"It's [TV] still the best away to reach a mass audience."

--Bill Duggan, an EVP at the ANA
MediaPost Marketing | February 9, 2010 "ANA: Fewer Foresee Death of TV Spot in Decade"

"Despite the negative press which television has been receiving lately, the numbers are there, TV is not dead."

--Todd Paterson, investment director, Starcom Canada
Media In Canada | February 8, 2010 "Super-what? Bowl ads underwhelm, but TV lives strong, pundits say" (subscription required)

“If you look at the way the folks in the corner office have programmed the Olympics for decades, and done so with tremendous success, what it reflects is that people want to watch the Olympics while sitting in front of their 50-inch television when it is most convenient for them.”

--Perkins Miller, senior VP of digital media for NBC Sports & Olympics
Broadcasting & Cable | February 8, 2010 "Olympics 2010: NBC Slows Streaming to a Trickle in Vancouver"

"The Super Bowl is an example of pure TV entertainment at its best: Television is not dead."

--Todd Paterson, investment director, Starcom Canada
Media In Canada | February 8, 2010 "Super-what? Bowl ads underwhelm, but TV lives strong, pundits say" (subscription required)

"...does the Super Bowl really generate substantially more word of mouth for advertisers? The answer is a clear 'Yes,' and for strong performing ads the word of mouth lift is very substantial."

--Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers | February 4, 2010 "Super Bowl Sunday -What Drives Word of Mouth Success for Advertisers?"

"It's still clear that big TV events are a lure for viewers, and, of course, marketers. That, in itself, is kind of amazing in this digital age, filled with an alternative of smaller viewing screens -- all while the size of traditional TV screens is growing to the point that characters on TV will be life-sized soon."

"In the future, watching the 'Super Bowl' or 'Academy Awards' live on your laptop -- or even on your iPhone -- doesn't seem right, unless you're at an airport or in an emergency room."

 --Wayne Friedman, West Coast Editor of MediaPost
MediaPost's TVWatch | February 4, 2010 "Big-Event TV Is Back: Will Smaller Screens Be A Game-Changer?"

"Companies need to become more like Facebook, and consider how they can use their products to help people become better friends or meet new people. That is how you build engagement through and with your brand, product or offering. You end up making people better friends and monetize your product at the same time."

"TV is also a natural conversation starter. ...if television programmers created an app to help them to post little pieces of content (along with whatever copyright restrictions are needed)? For example, TV networks could provide an excerpt from a football game or a classic line in a sitcom. I can guarantee you that it will start a conversation or a string of jokes, and maybe help someone make a new friend. Meanwhile the content is exposed to others and drives viewership."

--Harvard Business School's Mikolaj Piskorski
Cable360 | February 2, 2010 "Social Media -What Can Cable Do?

"The sales response to TV advertising appears to be increasing – not decreasing – over time."

--Joel Rubinson, chief research officer, ARF
WARC, published in the Quotebank

"Each media type has its own strengths. Some appeal more cognitively, others more emotionally. The television environment appeals strongly to both -- leading to the high engagement levels seen in this study."

--Dr. Carl Marci, Innerscope CEO (TV Day: Innerscope Research study)
MediaPost MediaDailyNews | January 28, 2010 "Study: TV Beats Radio, Web For Ad Recall"

Why the Super Bowl is such a bonus for local markets:

 “It does bring a different type of advertiser that we might not normally have had; people who are launching a new product or strengthening a current offering, It's for advertisers who are looking to create a huge impression in the market. Buying spots in a big market is another way to get exposure if the network is sold out.”

--Kirk Black, senior VP and general manager of WGCL-TV Atlanta, a Meredith-owned CBS affiliate

Braodcasting & Cable | January 23, 2010 "With strong national pricing on CBS, marketers turn to local buys in big game"

"People are attracted to the brands that deliver creativity, excitement, or entertainment value; an invitation to engage or a promise to help simplify their complicated lives. That’s why some brands -- but fewer and fewer these days -- command so much attention in the marketplace."

--Ted Mininni, president of Design Force, Inc., the leading brand design consultancy to consumer product companies
brandchannel | January 15, 2010 "Become One of the All-Too-Few Brands that Matter"

“The Super Bowl is an entertainment event where 100 million people gather around the television.”

--Scott Keogh, chief marketing officer at Audi of America
The New York Times | January 13, 2010 "Super Bowl Sales as Economic Indicator"

"The Tonight Show with Conan O'Brien" was doing: apparently, dripping in red ink.

"Lesson learned: You can't just survive with young viewers on big broadcast TV. No, you need older adults, because there are more of them."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | January 22, 2010 "NBC's Real Late-Night Picture: Network Was Losing Money"

"If a company has a misstep in advertising, they get nailed overnight. You get fast and immediate input from all the audiences.  TV and web are the most prone to that now - TV because of its reach and web because of YouTube."

--Claude Carrier, VP at Bos Toronto
Media In Canada | January 22, 2010 "Can ads save the economy? Consumers say yes?" (Subscription required)

"There's no doubt the Super Bowl has helped with that [awareness]. By going into the games in 2008, we made a strategic shift from being the great unknown car to the great known. There was very little debate [about advertising in the upcoming game]. We asked if the Super Bowl has been working and if it has fit with corporate strategy? The answer is yes.

--Scott Keogh, Audi's chief marketing officer
Forbes | January 20, 2010 "Audi Aims For A Super Bowl Touchdown"

"The bottom line is that all these advances in media technologies are making it even easier for young people to spend more and more time with media."

--Victoria Rideout, Foundation Vice President and director of the Kaiser Family Foundation’s latest report on 8-18 media consumption habits
RBR/TVBR | January 20, 2010 "Kids are ravenous for media"

"As simultaneous web and television use gains popularity, television producers will be encouraged to create websites that feed off viewers' eagerness to react to what they are watching,"

--excerpt from Deloitte 2010 TMT Predictions report
Reuters | January 19, 2010 "2010 seen good for TV, bad for e-readers"

"Most consumers do not realize we have emerged from bankruptcy so the Super Bowl is a great way to reach out to our consumers to let them know we are still here."

The company also added that, although the move could be criticized as a big expense, Chrysler feels it is justified considering the viewership, which reached nearly 100 million people in the U.S. last year.

"In fact, it would be more costly to achieve the same number of viewers in traditional media placement and ensure the high viewership attention span that the Super Bowl delivers," the company said.

--Dianna Gutierrez, Chrysler spokeswoman
Marketing Magazine | January 15, 2010 "Chrysler Making A Super Bowl Comeback"

3D TV:

"When it comes to casual viewing, forget it. I won't be wearing glasses while cooking, surfing the net, tweeting, reading the paper, talking on the phone, or any of the other zillion things we all do every day while watching TV."

--Jim Louderback, CEO of Revision3
MediaBizBloggers | January 13, 2010 "What I Learned at CES 2010: 3D HDTV is Not the Next Big Thing"

"TV is moving from a traditional linear medium to one that's more and more on-demand. We see free, over-the-air TV being available in a linear form and we see great opportunity in being able to offer our programming in a non-linear form. The DVR lets people fast forward through commercials, so the internet is a greater opportunity for us, and we hope it will replace the DVR."

--David Poltrack, VP of research at CBS
TVNewsCheck | January 8, 2010 "TV Still Leads A Changing Viewing World"

Why Brick Brewing Co. Limited launched its first TV ad in support of its flagship Red Baron beer:

TV seemed like the logical next step. Consumers are spending more time at home, "perhaps in front of the TV... so for us doing TV was a big leap and one that was needed."

--Sean Dennis, director of marketing for Brick Brewing Co.
Marketing Magazine | January 5, 2010 "Brick Puts Red Baron on TV for First Time"

What's the magic of television? Why is it holding up?

"You can present the visual appeal of the product and you can have that product in motion. So, in terms of explaining the product and presenting it in an appealing way, television is very powerful."

--Gene Cameron, vice president, auto marketing/media solutions at J.D. Power & Associates
TVNewsCheck | December 22, 2009 "TV's Car Ride Will Be Smoother In 2010"

"The fact that NBC is producing a massive number of 18 pilots for next season says a lot about where the business is going -- and that content isn't dead yet."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | January 7, 2010 "NBC Back to Traditional Pilot Ways"

"February is one of the top months for cruise reservations, and the Olympics is one of the most highly anticipated and watched events on television, especially in terms of family viewing. We hope to capture the attention of consumers while they are enjoying the excitement and spirit of the Olympic Games and entice them to consider a Carnival cruise vacation for their own fun adventure."

 --Jim Berra, chief marketing officer for Carnival Cruise Lines
MarketingDaily | January 6, 2010 "Carnival Cruise Sets Sail With New Effort"

So what's your outlook for the station business?

"...the TV medium is as strong, if not stronger, than ever. By that I mean the connection between the consumer and television. Technology has been a great friend to us — bigger screens, extraordinary picture quality with HD, the convenience of the DVR and access to programming across all screens. The consumer embrace of television is extraordinarily powerful, growing constantly."

--Chris Rohrs, who ended his 10-year reign as head of the U.S. Television Bureau of Advertising last week
TVNewsCheck | January 5, 2010 "Rhors on ePort: Finish The Job"

"TV will continue to hold its place as a vital component of auto marketing plans. The big change is that instead of driving consumers to showroom floors. TV's job is to drive them to manufacturer and dealer websites."

--Gene Cameron, vice president, auto marketing/media solutions at J.D. Power & Associates
TVNewsCheck | December 22, 2010 "TV's Car Ride Will Be Smoother In 2010"

"The recession has increased demand for in-home entertainment, with consumers choosing to invest in the enhancement of their TV experience."

--Ed Moran, director of insights and innovation at Deloitte
MediaDailyNews | December 15, 2010 "Recession's Silver Lining: TV Usage On The Upswing"

"Television is the king of the attention economy. Ninety-nine point nine percent of U.S. households owned a television in 2009, according to Nielsen. Anecdotally, I don't know a single person who doesn't own one. Even in my left-leaning college years, 'not watching television' still meant watching a few 'Cheers' episodes per week."

 --Brad Stewart, social philosopher, entrepreneur, President (Adjoy Inc.)
Marketing:green | December 23, 2009 "Leverage The Power of TV By Not Using TV"

"...television is still considered an exclusive medium and appearing on it offers the chance of instant success and celebrity."

--Abe Sauer, brandchannel contributor
brandchannel | December 18, 2009 "Simon Fuller's Online Dream Has A Reality Based In Television"

"A difficult economy is proving to be a benefit to TV – at least when it comes to word of mouth. TV show talk levels are up six percent from this time last year."

"It's clear that TV is still capturing a large share of the national conversation... It seems that in these trying economic times, people want more than ever to be entertained – and they want to talk about it."

--Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers | December 16, 2009 "TV Buzz is Building This Fall: Old Favorites & Newcomers Both Drive TV Talk This Season"

"Television was a big beneficiary of (the recession). The data does not support the demise of television, and advertising on television is still more effective than online ads."

--Ed Moran, director of insights and innovation at Deloitte
Reuters | December 15, 2009 "Americans turn to TV as recession hits spending"

"Every marketer who's looking to survive in this economy has got to cast their net wide. You're not just romancing your core customer, you're looking at everyone else's."

--Julie Hall, evp, Schneider Associates
Adweek | December 13, 2009 "KFC Grilled Was Most-Recalled '09 Launch"

“[Consumers] today have an insatiable appetite for not only content, but also choice. Across all age groups, we see consumers adding the internet and mobile devices to their media diet — consuming media anytime and anywhere possible.”

--Nic Covey, director of cross-platform insights at Nielsen
nielsenwire | December 7, 2009 "Three Screen Report: TV Remains Strong as DVR and Online Video Show Most Growth"

The Super Bowl:

“From simply a reach perspective, it’s the greatest thing around. Twenty years ago the average [U.S.] household rating in prime was a 14; today, it’s a fraction of that. Compare that with the Super Bowl. Last year’s game did a 40, about what NBC did in 1989.”

--Larry Novenstern, executive vp and director of electronic media for Optimedia
Adweek | December 7, 2009 "CBS in Super Shape as It Bowls for Dollars"

TV ads with story lines work better:

"Universally, stories generate an emotional response. If the feature set is integrated into a coherent story, emotional engagement will be there. Listing attributes for attributes' sake isn't enough."

--Carl Marci, CEO of Innerscope
MediaPost Marketing Daily | December 2, 2009 "Firm: Ads That Strike Emotional Chords Work Best"

"There is an excellent future in local TV news. As the economy improves, the advertising dollars that return can be redirected to an even stronger news product."

--Fred Young, the retired chief of news for Hearst Television
TVNewsCheck | December 1, 2009 "Young: Local TV News 'Alive And Well"