Mitsibushi appear to have taken on the role of the little boy and pointed out to Madison Avenue its naked, vulnerable, position.
The New York Times on the 26th of September reported that Mitsibushi is going to be pulling $120m of budget out of network advertising because of its suspect value. The budget will be put into Internet advertising, cable and magazines.
Mitsibushi appear to just be the first to explicitly recognise a long term trend. Company spending on broadcast TV ads had a compound annual growth of just 1.5 percent from 1998 to 2003, while spending on consumer Internet sites swelled 30.6 percent, according to Veronis Suhler Stevenson and PQ Media.
And others agree. "Every year, [TV ads] have less and less of our interest because we're aware that it's intrusive," said Jim McDowell, BMW's vice president of marketing. "We want to increasingly be involved in situations where our prospects invite us into their homes. "
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