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TV - The Gigantic Iceberg

Posted by Goodway 2.0 in Dallas-Fort Worth-Arlington, TX on Jun 02, 2006

A Bolt study came out Monday reporting that among 16-34 year olds who were surveyed, 75% could not name the top four TV networks. One in three couldn't name any of them!

I've run this by a number of ad professionals and the most common response was, "Maybe they just know what channel number it is but not the name of the network." Really? I doubt it. But even if this is the case, imagine if consumers couldn't identify Coke or Pepsi by name, but just know "it's the second row of 24-packs from the end of the isle." Brand recognition is still vital. In fact, I'd love to see how many 16-34 year olds identify more with YouTube than the networks. TV is still the gigantic iceberg in the ocean, but it's melting fast.

With this sobering fact, welcome to the first post on the Goodway 2.0 blog. Goodway 2.0 was formed when the great folks at Goodway Group and I got together and looked at the future of marketing and advertising. Here were some of the findings:

Daily newspaper circulation has declined consistently since 1989 while rates have consistently increased. Of course, last week it was announced Newspapers declined another 2.5% just in the last six months.
Cable has had a larger share of total TV viewers than the big four networks for some time now. Most recently, the numbers are getting worse.
But Cable has its challenged too. The aggregate numbers are great, but that's split among over 200 channels. It's definitely targeted, but also highly fragmented.
Ah, radio. To date, 42 million Ipods have been sold. Apple claims 75% market share, which means a total of 56 million or so MP3 players have been sold. Auto makers are scrambling to get Ipod jacks in their cars - radio's last sacred spot. Of course, over 9 million satellite radio subscribers and the ubiquitous use of cell phones in cars don't help.

We talked for a few months and realized that advertisers and large agencies (for their clients) need a real solution to leverage the decline of mass media rather than suffer from it. Goodway 2.0 was formed, and together with Goodway group, complete turn-key services include:

Targeted direct mail
Interactive CDs
Mobile phone marketing
Grass roots/street marketing
Buzz-inducing events and stunts
Targeted newspaper inserts and polybags
Precision online ad targeting, including blog and podcast advertising

In other words, if your market share is less than 50% of U.S. households, you could benefit from our services.

I'd enjoy your feedback and look forward to keeping you updated on media trends and the exciting results we're getting from taking advantage of this precision marketing revolution.