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Despite some questions over the actual size of the cut, General Motors reduced its 2006 advertising spending significantly, reports Advertising Age (via MarketingVox).
TNS Media Intelligence reports GM cut over $600 million from its advertising budget last year - a 23.6 percent decline from 2005 levels. GM disputes that number, saying it cut nearly 10 percent, or $300 million. TNS, though, is sticking to its original number, saying the methodology it employs to measure spending did not change from 2005 to 2006.
What’s not in dispute is that an increasing portion of GM’s ad budget is going toward digital media as it seeks to connect with the online audience. Last year it launched the Pontiac G5 with an online-only campaign, a strategy that resulted in spending 60-70 percent less than if the campaign had gone through traditional media.
Should GM continue to rely more on new for its advertising, it could send shockwaves through the ad industry. Agencies would likely ramp up their online efforts to retain clients, and media outlets would reevaluate how they were integrating online into their ad selling.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
