The recent controversy over the pulled suicide-themed ads from General Motors Corp. and Volkswagen reflects a tension between marketers trying to be edgy enough to appeal to today's 18 to 34 year olds -- and management wanting to be politically correct, analysts said. But the envelope is likely to be pushed further, despite the fate of those spots, according to Robert J. Thompson, founding director of the Center for the Study of Popular Television at Syracuse University.
A sizable percentage of adults in the coveted age bracket of 17 to 35 are insistent about not being marketed to, according to a study by Microsoft and Starcom called, "Lifestyles of the Ad Averse." Roughly 10% to 15% of respondents in that age range find most advertising "annoying," and actively seek out media that contains little or no advertising.
Ahead of the Television Bureau of Advertising's scheduled press conference tomorrow to unveil a new electronic system for the buying and selling of national spot ads, TVB President Chris Rohrs talked to TVNEWSDAY about this year's spot market.