Based on all of the research you’ve done, how does Online Advertising stack up against Television Advertising?
Rex Briggs: Of course, Television is credited with being very powerful for branding. And there is no doubt that it is capable of building Brand Awareness, Message Association, and so forth. At the same time, this doesn’t really separate TV from Online as much as many people think. In our research, we’ve proven that Online can do all of these things, too. I think the real advantage that TV has over the Internet for branding right now is what TV is capable of in terms of allowing the advertiser to quickly achieve reach. In one week, Television is capable of reaching 65% to 85% of most target audiences. To reach 65% to 85% of a target audience online takes about a month. But, if you compare this to Magazines, this is still quite fast. With Magazines you would be looking at more like two months. Additionally, Online Advertising now can achieve higher reach levels with most target audiences than Magazine Advertising. avant|marketer: But, in all fairness, when most people think of the Televi
