Can Advertisers Learn From Silent Movies?
Each year advertisers spend billions of dollars on television commercials. While some Americans watch them, others press the mute button when a commercial comes on. According to a “Business Week” article titled, “Television: Counting the Eyeballs,” thousands of Americans are skipping commercials. “By some estimates two-thirds of TV viewers cut the sound during commercials, channel-surf, or skip them altogether because they are annoying or irrelevant,” the article says. A “Media Life Magazine” article by Kevin Downey says television advertisers are also bucking the first airing trend. The first ad airing gets the most views, or eyeballs, as Downey puts it. After that viewers are off to the bathroom or the refrigerator — bad news for advertisers. In fact, some industry experts think 50% of their advertising is wasted. These trends are changing television commercials. “Coming soon: A Horror Show for TV Ads,” another “Business Week” article, details some of these changes. Advertisers are
