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Why So Few TV Ads Are Viral Hits

March 18, 2010

The Holy Grail for many marketers is having their big-budget TV spot become a viral hit online, providing millions of dollars worth of free exposure from consumer pass-along. The bad news is the chance of this happening is pretty slim, and even if it does, there's a good chance the spot won't do much to persuade viewers. Those are the conclusions of Millward Brown, which found that less than 15 percent of 102 ads studied were viral hits.

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smucker

Smucker Picks Carat for Media

March 18, 2010

Aegis Group's Carat has been awarded the $125 million media planning and buying assignment for J.M. Smucker, the client has confirmed.

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CHURCH

Church's Chicken Holds Review

March 18, 2010

Church's Chicken is reviewing creative chores on its $27 million ad business.

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cyber

Fearing a 'Cyber Attack'

March 18, 2010

A seven-nation Financial Times/Harris Poll finds many people nervous about the security of their personal data online.

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whoopi

Whoopi: Loud and Proud

March 14, 2010

An unsinkable Whoopi Goldberg on female incontinence.

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hingham

Old Is the New Young

— William Higham

Planners, account directors and researchers are typically busy people. Under a barrage of internal and client demands, it's hard for us not to fall into shorthand approaches sometimes.

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Race to Relevance

— Tony Quin

In the third wave of the modern ad business, the winners will come from both sides.

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