Over at Weiden & Kennedy's blog, an interesting little chat has emerged about their latest Honda mega-slot where a choir, er, makes the noises that a Civic car makes. No, nor do I. Anyway, the interesting bit is that W&K is delighted to announce its new ad has been downloaded 804,000 times. It sounds like this all compares extremely favourably to traditional TV but according to the blog it's not possible to compare Web vs TV bang-for-bucks: "The Choir spot first aired in Celebrity Big Brother, which has pulled
in audiences of around 6 million. To buy a single 2 minute spot in that
will be...
...a six figure sum. Online at Honda's own site the media's virtually free. But the people watching online have actively chosen to download and watch the ad. They're likely to be concentrating more closely than someone who accidentally encouters it in an ad break. So presumably, the ad should be more effective at influencing their opinion. I don't know if it's possible to put a quantifiable value on this." Whereas the quantifiable value of TV's nailed right? No wonder Stratton's fuming...
I guess that rather than 'quantifiable value' I should have written 'equivalent media value in £££', which is what I meant.
I think you definitely can compare the two media. Common sense suggests that online viewings by those who have chosen to download and concentrate on an ad are likely to be much more persuasive and valuable than 'accidental' viewings on TV, to which people may not be paying attention. But I don't know how you would put a value on this difference. TV viewing figures and airtime prices tend to reflect opportunity to see, not the attentiveness of the viewer.
Posted by: neil | February 22, 2006 at 10:43 PM
Hello, I wonder if you could possibly help me, I am a complete novice to sourcing information and links on the net, I have been trying for ages to download the new Honda Choir Ad, so that I could send it to family and friends as an e-mail attachment, but I have been unable to find the download point, would you please be so kind and send it to my e-mail address as an attachment for me, as I have still a lot to learn.
I thank you very very much, Dave.
Posted by: David Heath | April 27, 2006 at 08:59 AM