Doing Battle With Media Complexity

NEW YORK Back in August, after Fox News host Glenn Beck called President Obama a racist, dozens of advertisers bailed from Beck’s program. Some big marketers, including Procter & Gamble and Progressive Insurance, claimed they were unaware they even advertised in the show and said that any of their ads appearing in it were mistakes.

Given today’s fragmented TV landscape, agency executives say such mistakes are easier than ever to make.
 
Case in point: Nielsen’s KeepingTrac recently monitored one client’s $18 million national TV campaign and found that nearly 10 percent of the ads failed to reach the contracted number of viewers.

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