That is the conclusion in Nigel Hollis’s recent blog. Whilst he accepts that brands like lowermybills.com and even Ben Sherman can profit from niche marketing, he contends that major brands such as P&G, Kraft and HP need to use mass (i.e. TV) advertising. His main point being that new media channels simply do not reach enough people on their own.
One of the interesting factors that Nigel highlights is the different standards of success and failure that different channels are currently being held to. A YouTube upload that is viewed 100,000 times is usually considered a success. By contrast “NBC’s Studio 60 on the Sunset Strip or [CBS’s] Smith, which was the first cancellation of the fall TV season, are branded as failures even though they generated nearly 10 million viewers a week and are supported by advertising.” he says.
Nigel is certainly not a refusenik when it comes to new media, and highlights that one of the problems with conventional mass media is its declining value for money, which he considers to be a bigger issue than its declining reach.
Nigel also highlights the slide below from SlideShare which both highlights the current dominance of TV and the extent to which new media have arrived on the scene.
For non-UK readers ITV and C4 are the largest two UK TV channels that carry advertising (the BBC does not carry advertising).