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Is it time to rethink your marketing spend on Television?

by Scott Hoffman on June 30, 2009

In the coming weeks I will be writing about how too much money is spent on Television advertising and not enough is spent on Internet Marketing. I will make direct comparisons about how marketing on the internet is more effective, accountable, targetable, and immersive. The internet can now deliver full motion audio and video marketing and advertising, a domain once held exclusively by television, thanks to an overwhelming penetration of broadband. It time to start thinking outside of the :30 second box…I hope that I can convince a few of you too.

In the meantime, please enjoy this video were Jimmy Kimmel, skewers the television networks during ABC’s Upfront Presentation:

UPDATE (6/30/09) The video above, has been removed and added back according to YouTube “by the user.” If the video is down at the time you read this post the gang over at TV by the Numbers captured some of the stand-up by Jimmy Kimmel at the ABC upfront. As they describe in their post title “Jimmy Kimmel Speaks the Truth at ABC Upfront Meeting

Mr. Kimmel came out and told viewers, “Everything you’re going to hear this week is bullshit…”

And the new shows? “We’re going to cancel about 90% of them,” he said. “Everyone is full of shit except Mike Shaw.”

Mr. Kimmel noted that ABC wanted Jay Leno in its late-night lineup, but that NBC decided to retain Mr. Leno “even if we have to destroy our own network to do it.”

He joked that NBC will offer the TV equivalent of early-bird specials, running its late-night show at 10 p.m. and announcing its primetime schedule before the other networks.

“I don’t know if they’re two weeks early or 50 weeks late,” he said.

Mr. Kimmel said ABC would be offering advertisers great brand integration opportunities. “If you pay enough, your product can kill Dr. Izzie on ‘Grey’s Anatomy,’” he joked.

And as for affluent audiences, he said, 10% of ABC viewers are “watching from homes they still own.”

Ad buyers don’t need an upfront, he said. They need therapy.

“Who cares? It’s not your money. Just give it to us,” he said.

The story has gone wide, with even the NY Times reporting on the event. In the meantime watch Jimmy Kimmel in this years ABC network upfront presentation take a hilarious and satirical look at the state of the media buyers relationship with the television networks.

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