At RampUp in New York, we sat down with Fred Bucher, CMO of Spectrum Reach, to talk about the past, present, and future of TV advertising. Listen to the audio file here or read the interview below:
Audrey: I liked what you wrote on your blog recently about the “death of TV” and the response to the article in the New York Times about WPP downgrading their expectations. Can you talk a little bit more about the so-called death of TV and what this decline means for TV advertising? To what can we attribute these sentiments?
Fred: Well, the world has changed a lot, and so for those of us who’ve been in the business, the way people watch TV and the way advertisers and consumers interact with it has certainly changed. There’s more competition for those advertising dollars, and I think that has driven a lot of the misinformation.
You have very large ad-tech companies in Google and Facebook who have built incredible businesses, but have an agenda clearly that they would like to eat into the $70+ billion a year spent on TV advertising. A great way for them to do that is to say hey, just like newspapers, just like other forms of media that have been disintermediated by the advent of digital, television is going that way. Nobody watches. Millennials don’t watch it. People don’t pay attention to the commercials.