More news about the death of the 30 second spot

Based on Tivo Stopwatch, a research tool which tracks how TV viewers forward through advertising, some new insights have been generated. Used by Publicis’ Starcom, second-by-second analysis of viewer behavior is being made available to advertisers.

The finding? The commercials least forwarded aren’t the award winning creative ones but the “boring” salesy ones: Direct response ads.

I guess everyone had better brush up on their sales pitch tonalities and get with the program.

Anyhow, the more positive way to describe it is that communications needs to be more and more geared to specific needs that consumers have instead of bombarding them with context-insensitive, over-emotionalized and unauthentic brand messaging. For me that does not mean being more salesy and less creative. It means adapting to market needs. After all, communication ideas are just a product too, so agencies should heed the new needs of the consumer, also when it comes to how he/she wants to be communicated with.

Read the article here:

http://adage.com/article?article_id=119267