Top 10 Double-Secret Unknown Facts About Advertising

From the Ad ContrarianAs all AdContras know, the marketing and advertising industries have been hijacked by web-addled digi-maniacs who don't know a fact from a fart.

Those of us who like to operate our businesses on the basis of facts, not "buzz"' and baloney, are in an ongoing state of war with web marketing hustlers and their endless feedback loop of misleading information.

So, as a service to my loyal, long-suffering 
AdContras, I have put together the Top 10 Double-Secret Unknown Facts About Advertising. It is a little crib-sheet to help you fight the forces of ignorance and trendiness wherever you may find them.

Top 10 Double-Secret Unknown Facts About Advertising
1) 99.9% of people who are served an online display ad do not click on it.

2) TV viewership is now at its 
highest point ever.

3) 96% of all retail activity is done 
in a store. 4% is done on line.

4) DVR owners watch 
live TV 95% of the time. 5% of the time they watch recorded material.

5) 99% percent of all video viewing is done 
on a television. 1% is done on line.

6) The difference in purchasing behavior between people who use DVRs to skip ads and those who don’t: 

7) Since the 1990s, click-through rates for banner ads have 
dropped 97.5%.

8) Since the introduction of TiVo, real time TV viewing has 
increased over 20%.

Baby boomers dominate 94% of all consumer packaged goods categories. 5% of advertising is aimed at them.

 10) TV viewers are 
no more likely to leave the room during a commercial break than they are before or after the break.

If you would like to print a nice, clean copy of this list and pin it up on your boss's wall, you can find it here.Here are my sources:
1. DoubleClick, Benchmark Report, 2009
2. Nielsen Three Screen Report, Q1 2010
3. U.S. Department of Commerce, Q2 2010; Nielsen Three Screen Report, Q1 2010
4. Duke University, Do DVRs Influence Sales?
5. Nielsen Three Screen Report, Q1 2010
6Duke University, Do DVRs Influence Sales?
7. Li, Hairong; Leckenby, John D. (2004). "Internet Advertising Formats and Effectiveness". Center for Interactive Advertising. And DoubleClick, Benchmark Report, 2009
8. NielsenWire, Nov. 10, 2009
Marketing Daily,  July 22, 2010
10. Council for Research Excellence, May 10, 2010



The Audacity of Color said...

Wow! Ok this is soooo interesting. I really do want to put this up in my cube. I'm the first one advocating shifting dollars away from TV to the digital space so I really needed to see this.

Thanks so much for sharing!

Tonia Lee Smith said...

I just told someone, there is not a lot of online shopping going on. Most people like to go to the store so they can touch and feel what they are getting. I know I do, and I have one of those TiVo things, and I don't even use it at all. OK maybe once or twice.

Unknown said...

I used to love my tivo. now it just sucks! But I will shop online for hours and never buy. I will go to the shops and act da fool.

But I too feel like online is the future.

acn said...

this is great that you compiled this. it reminds me of an article explaining how companies like amazon and barnes&noble are trying to make it seem like a growing number of people are using ebooks over print when its just not happening at the rates we think it is. "Traditional" media is still king.

Unknown said...

acn, i only wish I compiled this. it was done by the ad contrarian, see a link at the top of the article.

Tonia Lee Smith said...

@Craig, that's what I'm talking about, go to the store..I'm buying like crazy.