Another big advertiser pulling back from TV
Cory Bergman February 25th, 2008
Like many big advertisers, Kimberly-Clark says it’s adjusting its media mix to spend less on TV and more on “nontraditional media,” including the internet and event marketing. In 2004, Kimberly-Clark spent 60% of its budget on television. This year, it will spend 46%.
2 Comments Add your own
1. tdc | February 25th, 2008 at 12:06 pm
these guys certainly have a dog in the fight, but it’s interesting what the detroit news has to say about ‘another’ large tv advertiser.
clickon tdc for the story.
if you don’t care to read the story, the expandable chart on the right might make for a quick take on the subject.
2. discreet_chaos | February 25th, 2008 at 12:39 pm
tdc - I had intended to suggest a link, once upon a time, but I didn’t do it at the time and then I forgot what I had been watching, but…
It wasn’t too long ago that I was watching something online and though most of the spots were regular auto ads, one was from my local dealer. I want to say that I was watching ABC.com at the time, but it could’ve been Hulu and I was quite surprised when instead of one break being a national truck ad, the service played a local thirty-second which had been repurposed from television and was for one of the dealers in the Albuquerque metro.
I can see why Kimberly-Clark or anyone else would want to increase their net buys. Let’s just hope they don’t become as ubiquitous as Pledge has been on USA or that (insulting and stupid) ad for a cruise line on Hulu. But, I can also see why the ability to package national and local spots would be beneficial to the auto industry or to anyone else with local franchises.
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