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Found an old industry report that said the average ad recall for a 30-second spot was 40% in 1990.
I was cleaning out some files from my first agency job and found a printed report from the early 90s. It had a stat saying the average recall for a 30-second TV spot was around 40%. I had to look up what it is now, and most studies put it under 10% for a lot of digital video. It really hit me how much harder it is to get someone to even remember an ad, let alone act on it. Back then, you just had to be better than the other three commercials in the break. Now you're fighting a phone in someone's hand and a skip button. I remember my old boss talking about buying GRPs like they were solid gold. Makes you wonder what metric we'll be nostalgic for in another 30 years. What's the most surprising shift in audience attention you've had to plan for recently?
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skylerrobinson3d ago
Remember when a bad ad just got ignored? Now it gets you blocked. What's the wildest brief you've gotten to fight for five seconds of focus?
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stella_lane3d ago
TikTok attention spans broke planning.
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grantf733d ago
Disagree hard. People have always had short attention spans. The good stuff still cuts through.
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