If shoppers * watch television during the day, Why everyone uses the prime-time to reach them?.
It is absurd. If a 43% housewives and a 41% seniors watching TV outside peak hours saturation (desktop and night), What sense does it spend 80% a media budget to place spots in prime-time?.
For some unknown reason, the central media buying and many advertising agencies are paid to prime-time, the moment of greatest saturation advertising, of less attention towards the advertising block, higher zapping, higher dispersion of targets.
Clearly, Many advertisers need a new perspective on planning in TV. Maybe they need a way to think more lateral, less vertical, less logical. The crisis calls for solutions ... and I know some.
*Shopper: responsible for purchasing at home
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Head "William Recolons Argenter
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