Across the summer months, Borell Associates is offering a weekly look at what local ad buyers think. This week’s chart gauges whether 100 years of advancements in media measurement may have improved the way local advertisers feel about what “works.”
Borrell quoted John Wanamaker’s famous lament about advertising and asked ad buyers if they felt things were different today.
What did the Philadelphia retail pioneer say?
“Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”
Considering this statement, how did 1,768 local ad buyers feel about their advertising?
Half felt the same.
Some 38% feel differently.
And … 12% don’t know.
What’s Gordon Borrell‘s take on this?
“The ad world oozes with measurement data that didn’t exist 100 years ago, yet many aren’t swallowing it,” he says. “Perhaps they agree with another famous quote, which we’ll alter slightly: ‘Lies, damned lies, and data.'”
