This is my first blog post on MarketingProfs Daily Fix. I'm starting a regular series here highlighting marketing by the numbers. Hope you enjoy it and I'm looking forward to the discussion. 5,000: the number of advertising messages an average American consumer sees every day.
About a year ago, I was having a discussion with Ilya Vedraskho at Hill
Holliday. He researched extensively and found citations between 500 and 5,000 - but could not find solid academic proof to support any of the claims. Recently the blogosphere was abuzz about a presentation called "What The F**K is Social Media?" which pegged the number at 3,000 (no citation).
Let's think about that a different way.
Assume you get a solid eight hours of sleep every night. That means you have sixteen hours of potentially branded exposure - another message every 11 or 12 seconds. And most advertisers would even hope that you'd dream about their brands.
But in this age of ad-skipping, pop-up blocking, and do not call lists, do you think consumers actually see this many messages? And if they do...do they even care?
Joseph Jaffe, who I've shared a keynote stage with many times over the years, is fond of asking audiences, "Would you rather have 5 million impressions or 5 quality relationships?" I'll borrow his rhetoric and ask you - would you rather have all 5,000 of the ad impressions in a consumer's day...or would you prefer 5 minutes of an engaged consumer's attention?
