My son and I watch Velocity channels on-demand programming. The go to show we watch is Chasing Classic Cars with Wayne Carini. It’s amazing to me that in some cases, pretty ordinary cars will sell for a hundred thousand dollars, and often times, much-much-much more. Where’s that 1971 Plymouth Duster my brother bought in the late 70’s when you need it? He could retire today on the proceeds, but alas, another dream spoiled.
Actually, that’s not what really amazes me. What really amazes me is that in one commercial pod segment, the media programmers at Velocity will schedule an advertising spot to play, and then they play it again… and then again… and then again! Same spot, thirty-seconds, over, and over, and over, and over. Mind you, I don’t mean they play it once in all six commercial pods, I mean they play one advertising spot, in the same pod, once, then twice, then three times, and then a fourth, and then they do it again in the next pod, and the following pod, and so on, and so on, and so on. Thank goodness I don’t own a gun! I’d be replacing TV’s by the dozens, and on a monthly basis!
Media buying is a science today. Gone are the days of, “hey, that TV show has great ratings and I think that show is really funny, so I want my spot to play in front of that show. Gosh, I hope it plays first in the commercial segment.” Purchasing now goes something like this, ” I want my spot to air in front of a male dominated audience, ages 23-35, with a gross household income of no less than $50,000, holds a minimum of two credit cards, but not American Express, has purchased a car within the last 36 months, buys a six pack of beer at least three times a month, subscribes to Cigar Aficionado magazine, watches football on Sundays, Monday’s Thursday’s and Saturday’s, is not thinking of having kids within the next four years, hates pink shirts, and calls his mother every Sunday. Oh, and… I need you to guarantee me that exact audience, with a minimum of 500,000 verified impressions, and validated with a notarized document confirming all this. Also, version “A” of my spot can only play in front of 23-26 year olds, and version “B” can only play in front of 27-35 year olds who are eating pizza at exactly 7:05pm every Tuesday evening.” Whew!! Ok, so maybe that’s a bit exaggerated, but not by much. Really.
With ALL of that being spewed, what I don’t think the media buyer is thinking when the buy is placed is that the media programmer will broadcast that spot in front of one show, and a minimum of four times within each pod in order to meet the impression count that they contracted to deliver. I also find it hard to believe that the advertiser would pay to have a professionally scripted, produced and finished live-action commercial spot, complete with actors, sets, grips, gaffers, directors, dp’s and so on, only to have the spot air with the hope that most people don’t own guns because there would be so many destroyed TVs that people wouldn’t be able to watch their commercial spot ever again.
Don’t get me wrong, I’m an ad guy. I love advertising, especially the smart, well-crafted, mini-movie types that take advertising to an art form, but come on, most people don’t like advertising. It’s seen as an intrusion, a persona-non-grata of sorts. Surely, the media programmers at Velocity can do better by our industry and it’s viewers than this.
That is all.