In a world full of Tivos, where viewers get a fiendish pleasure out of zapping commercials at every chance, it’s not the same old game for Madison Avenue anymore. The fragmentation of mass media is forcing advertisers to chase an ever-diminishing slice of what once was a pretty simple mass market. The rules have now changed.
A recent study showed that Tivo users skip 95.7% of all fast food commercials. How does the average brand manager then reach his audience? And amongst the myriad of choices for advertising, how can you know that you are getting a decent ROI? How can you guarantee your target audience is listening?