More Marketing Numbers
September 5th, 2006
And yet even more things you should know, from Connected Marketing:
18%: Proportion of TV advertising campaigns generating positive ROI
54 cents: Average return in sales for every $1 spent on advertising
256%: The increase in TV advertising costs (CPM) in the past decade
84%: Proportion of B2B marketing campaigns resulting in falling sales
100%: The increase needed in advertising spend to add 1-2% in sales
14% Proportion of people who trust advertising information
90%: Proportion of people who can skip TV ads who do skip TV ads
80% Market share of video recorders with ad skipping technology in 2008
95%: The failure rate for new product introductions
Yes, this list is scary. But it’s also full of opportunities.
(P.S. Email me if you want to know the specific sources.)
Other posts by Spike.
michael Fasone says:
what is your source for all those numbers?
September 5th, 2006 at 7:38 amSpike says:
Aw Michael, you’re killin’ me.
18%: Proportion of TV advertising campaigns generating positive ROI
-Deutsche Bank study reported in the Economist, ‘Future of advertising’
54 cents: Average return in sales for every $1 spent on advertising
-Clancy and Stone, ‘Don’t blame the metrics’
256%: The increase in TV advertising costs (CPM) in the past decade
-figures reported in Garfield, R (2005) ‘Chaos scenario’, Ad Age, 13 April
84%: Proportion of B2B marketing campaigns resulting in falling sales
-Clancy and Stone, ‘Don’t blame the metrics’
100%: The increase needed in advertising spend to add 1-2% in sales
-UCLA study findings reported in Clancy and Stone, ‘Don’t blame the metrics’
14% Proportion of people who trust advertising information
-Annual Gallup poll on professional honesty and trustworthiness, figure cited in Ries, A. and Ries, L. (2002) The Fall of Advertising and the Rise of PR. New York: HarperCollins
90%: Proportion of people who can skip TV ads who do skip TV ads
-MPG Study 2004 reported in Carton, S. (2004) ‘Advertising is more than just TV commercials’ ClickZ, 18 October
80% Market share of video recorders with ad skipping technology in 2008
-Jupiter Research (2004) forecasts reported in Carton, ‘More than just TV commercials
95%: The failure rate for new product introductions
September 5th, 2006 at 8:14 am-ACNeilsen BASES and Ernst & Young study reported in Clancy and Stone, ‘Don’t blame the metrics’
Jonathan Hernandez » Blog Archive » Some Marketing Statistics says:
[...] These are some crazy numbers courtesy of Brains On Fire and Connected Marketing. 18%: Proportion of TV advertising campaigns generating positive ROI -Deutsche Bank study reported in the Economist, ‘Future of advertising’ [...]
September 5th, 2006 at 4:06 pmMr. Steve says:
Scary? Yes. Full of Opportunities? Of course…otherwise we’d quit our jobs. But even worse is that these numbers are currently being used to justify everything from selling ads on the lines in parking lots to making cheaper, less effective ads (HEAD ON…HEAD ON…sure, I remember the name, but my principles will refuse to allow me to buy it). This is EXACTLY what I love about being here at BOF…other people see these numbers and panic…we see these numbers, grab a cup of coffee (or whatever), and get back to work, thinking of new ways to inspire and fascinate…well…some of us do…others of us just make the coffee. But that is some inspiring and fascinating coffee, is it not?
September 6th, 2006 at 8:05 amCK's Blog says:
Best read with a shot (or two) of Vodka….
I must have read this post by Spike over at Brains On Fire 5 times. It’s quite sobering (hence my excellent recommendation for the booze). I’ve included half of the list he’s compiled here… 84%: Proportion of B2B campaigns resulting in falling sal…
September 7th, 2006 at 8:34 pmFell says:
Thanks for these numbers, Spike.
September 10th, 2006 at 1:03 pmSpike says:
My pleasure, Fell.
September 10th, 2006 at 1:05 pm