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Are You Strong Enough to Buy My Media?
February 13, 2006
Taking aim, unlike Cheney, Bart Feder sprays his target with the type of gunshot that stings even after one bids adeiu to the ICU- the bitter, acerbic report obtained when one points one's barrel at the white elephant crossing from old media to new, squeezing the trigger:
...Bart Feder of FeedRoom was openly disdainful of the "big fat lies" that network TV media planners and buyers rely on--that is, Nielsen ratings. "They're lies, and what's more, everyone knows they're lies," Feder opined.Later, he dismissed skepticism about the Internet as cultural inertia: "There might be doubt that someone is actually looking at an ad online--that you don't know anything for sure. But they haven't known anything forever! Are you telling me the Nielsen numbers are more trustworthy than click-throughs and so on? I don't think so."
Ah, the Nielsens. Those 5,100 households strong that define what stays and what goes nationally- the arbiters of the least common denominator of popular culture, if you will. And how many, you may ask, arbit what stays and what goes in a major city like NYC, for example, whose greater metropolitan area houses 22 million people? 500. Even more depressing, from a truth in tracking standpoint, is that the 56 markets that are metered thusly leave out 30.34% of the country.
This is at the heart of the chasm between old media and new. Lie to me- I promise, I’ll believe is a refrain that has enabled such hassle-free media buying in the old world that the prospect of the meta-tracking convergence will bring scares the household shares out of the old guard.
Advertisers, likely, want the truth. You know that if you are in SEM, down to the most infinitesimal set of click-throughs. But old media, like Col. Jessep, will protect them from it as long as they patrol the wall between online and off.
All posts by John Lustina
posted by John Lustina at February 13, 2006 10:26 AM
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