There are plenty of things I’ve never understood about CMOs -- like why they’d take a job that seldom lasts that long-- but chief among those things I just don’t get is their often-willful ignorance about how people are actually using media.
It seemed to take years -- nay, decades -- for them to realize that network TV just isn’t what it used to be. Seriously. It’s only very recently that there’s been a dawning realization that maybe the network upfront isn’t where they should spend quite so much money -- not when so many of the consumers that used to be reached on broadcast are over on cable watching “Duck Dynasty” -- or worse yet, binge-viewing “Breaking Bad” on Netflix, avoiding all those damn ads.
And this Internet thing? I hear it’s going to be huge. While it’s true that 2013 was the first year that U.S. Internet advertising surpassed broadcast TV, the “b” word is the key qualifier there. Once you include cable advertising, digital vs. TV is still a rout; according to the Internet Advertising Bureau, total U.S. digital spending hit $42.8 billion in 2013. Total U.S. TV advertising was $75.4 billion. And this, despite the fact that per eMarketer, about half of the average consumer’s media time is now spent on digital, while only 30.5% of ad dollars are spent there.
C’mon, people! You shouldn’t need a metrics guru to tell you that people are spending more amounts of time on their devices than ever, and that when they are, they are likely to be far more engaged than they often are with their TV. But whatevs! Keep on buying those TV spots!
Which brings me to a report released this week by social data company Integy Atlas, which lists what it says are the top 50 social CMOs, based on criteria like mentions, retweets, interactions, shares, and the like.
All I can say is: CMOs, I’m not impressed. Read the article on MediaPost