Yeah Right
GM is apparently shifting half its $3bn in ad dollars online ‘within three years’. TNS estimates they spend roughly $200m online now.
These forecasts are more likely to come from folks like P&G who say the same thing every year and do the same thing every year: nothing.
This is no different. Does anybody care to take note as to what time of year GM chose to raise these prognostications? Oh! Right as GM are negotiating with the broadcast TV networks in the upfront season! No it’s just a coincidence! Honestly! Totally unrelated!
Big advertisers have been trying to use these type of statements as negotiating ploys for years and taking them with even a grain of salt would be generous. The same thing happens every year: You’ll see a barrage of statements about ‘TV becoming less effective’ and that we need to ‘move beyond the 30 sec spot’. And then Moonves, Chernin and co shut them up, bend them over the barrel and before you know it CPMs are up by 20% year over year. Rinse and repeat.
