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