In 1965, 80% of 18-49 year olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same. (Jim Stengel, Global Marketing Officer, Proctor & Gamble)
People with DVRs watch 12% more TV, yet 90% of them adskip (Big Six study)
85% of Chinese stop watching TV during commercial breaks (McKinsey)
80% of CEOs believe their brand providers a superior customer experience, 8% of their customers agree (Bain & Co)
Consumers are beginning in a very real sense to own our brands and participate in their creation… We need to begin to learn to let go” A.G. Lafley, CEO and Chairman of Proctor & Gamble
Word of mouth is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch, and 2x as effective as radio advertising (Marketing Science Institute, 2006)
“If you don’t like change, you’re going to like irrelevance even less” General Eric Shinseki, Chief of Staff, US Army
Courtesy of Futurelab.
