Commercials Reach Saturation Fast

There’s a new study being run in Omaha, Nebraska, by MediaCheck that finds TV commercials reach saturation levels for their audience in a matter of weeks. After that, the spots should air less often. Therefore, advertisers will need more commercials to run less frequently.

The problem is that TV production costs are high — about $400,000 for a 30-second spot. So agencies are looking at less costly production techniques.

One large agency is studying MTV’s methods because it produces so many videos so affordably.

Then, too, production costs are lower in other countries, so Canada, South Africa and India are being considered as low-cost production venues. It is said that computer links can afford control over the shoot without sending everyone to Calcutta.

No matter where the spots are shot, it is becoming more and difficult to get the consumer to actually see them, so in the seesaw battle between creative and media, media is on the upswing.

The Omaha study is named the Wanamaker Project after the Nineteenth Century department store magnate John Wanamaker, who said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”