How Much Marketing Is Too Much Marketing?
It seems like a busy holiday season is already underway for marketers, and hopefully for the economy, shoppers as well. Just for kicks, I thought I’d take a rough count of how many marketing messages I was exposed to in a given day. Here’s what the day looked like:
5:30 a.m. – alarm clock goes off with 1010 WINS news radio in the middle of an ad cycle – 2 ads total. Nice start to the day.
5:45-6:30 – in the gym, watching Today In New York News on NBC for 30 minutes, approximately 6 ad pods, 6 ads per pod – 36 ads total. So we’re at 38, and it’s still dark out.
7:00 – walk to subway and take train to work, then walk to office from subway. Probably see 6 outdoor ads of various kinds on either walk, then about 8 more on the subway within clear eyeshot – 20 ads total.
7:30 – quick scan of My Yahoo – 2 ads total.
7:32 – read Wall St. Journal online, 15 page views, 3 ads per page – 45 ads total.
7:40 – Catch up on RSS feeds and blogs, probably about 100 pages total, only 50% have ads – 50 ads total (plus another 25 during the rest of the day).
7:50 – Sift through email – even forgetting the spam and other crap I delete – 10 ads total (plus another 10 during the rest of the day).
8:00-noon – basically an ad free work zone, but some incidental online page views are generated in the course of work – 25 ads total, plus a ton of Google paid search ads along the way.
Noon-1 p.m. – walk out to get lunch and come back to office, so some outdoor ads along the path – 12 ads total.
1-7 p.m. – same work zone as before – 25 ads total, plus lots of Google.
7 p.m. – walk to Madison Square Garden to see the Knicks get clobbered by Milwaukee, see lots of outdoor ads along the way – 20 ads total.
7:30-9:30 – at the Garden for the Knicks game, bombarded by ads on the scoreboards, courtside, sponsorship announcements, etc. Approximately 100 ads total (and that’s probably being exceptionally generous).
9:30 – subway ride and walk home – 14 ads total.
10:00 – blitz through episodes of The Daily Show and West Wing in TiVo. 8 minutes of :30 advertising per half hour, or 48 ads total, fortunately can skip most of them with TiVo.
11:00 – flip through issue of The New Yorker before bed – 50 ads total.
Total: 492 ads.
I’m sure I missed some along the way, and to be fair, I am counting the ads I skipped with TiVo — but hey, I’m also not counting all the ads I saw on Google, so those two should wash each other out. On the other hand, if I drove to and from work in California, I’d have seen an extra 100 billboards, and if I read the New York Times print edition, I’d have seen an extra 100 print ads.