Jason Baer
11/10/09
SC111
Policy Speech Outline
Advertising Over-Saturation
I. Introduction
A. Propose the problem of advertising over-saturation, with the example from Idiocracy. (Image from Idiocracy; Mike Judge)
B. With the current condition, the over-saturation is entirely inevitable.
1. The release of digital cable allows viewers to skip over advertising.
2. The advertising that's embedded in shows, or even noticed, just doesn't affect viewers.
3. The current economy makes consumers more frugal, advertisers spend less, and media slots are starting to cost more.
C. As a Com Major, I read more and more about how advertising is set up, and how it's just not prepared for digital cable.
D. As consumers, and as viewers, the problem affects all of us, quality programing will disappear, and more and more, the programs we already watch, will be replaced with advertising.
II. Problem
A. Current programing
1. FCC advertising time budget on network TV (http://www.fcc.gov/statistical-reports/)
2. The advertiser doesn't put effort into ads that they did in the past, making for more ineffective advertising.
3. Media costs have continued to increase over the years, causing advertisers to spend less. ( http://www.mpowermedia.com/ )
B. Digital Cable
1. The new technology allows viewers to skip over programing.
2. The technology is available to create new types of advertising but companies would rather increase the cost of media slots, than develop the technology. (http://newteevee.com/2009/07/14/vod-growing-but-lags-behind-dvr-use/)
C. Economy
1. The downturn discourages advertisers from buying media, and the networks increase the costs of those slots.
2. The consumer doesn't care about advertising, because they don't want to spend too much on frivolities. (http://www.consumerreports.org/cro/index.htm)
III. Plan
A. Details (http://www.fcc.gov/statistical-reports/)
1. Over the recent years, advertisers have increased use of in-program advertisements, over that of commercials.
2. Lower the time used on advertising on networks, and offer alternatives.
3. Have commercials stream on a timer.
a. Run 2 minutes of uninterrupted commercials for every 15 minutes of TV.
b. Banner advertising running under network programs.
4. Allow networks to use in-program advertising, and run syndicated shows still, just altering the concept of a commercial break.
5. The technology to change how the advertisements are presented on TV.
B. Funding/Enforcement
1. The FCC already has tight regulations on the way advertisements are presented on commercial breaks and in product placements.
2. They could easily enforce new standards that support non-skip ads.
3. The funding for this transition would cost a small amount initially, but in reality it would be an investment, saving money in the long run.
IV. Cure
A. Hulu (http://www.hulu.com/about)
1. Uses 15 second commercials, for 10 minutes of programing.
2. The difference is that companies sponsor the shows, and the programing is from only one network.
B. Youtube (http://www.youtube.com/t/advertising)
1. Uses banners that pop up while the content is running
2. Semi-ineffective, because it's annoying, but promotes awareness
C. News and Sports channels
1. Unobtrusive scrolling text, usually current news on news networks, and sport channels
2. Cheap, but only read when it's especially eye-catching.
V. Cost-Benefit Analysis
A. Time
1. The main issue with the transition is the amount of time it takes to change the standards.
2. Both advertisers and the networks would have to redevelop their budgets and time tables.
B. Consumers would eventually welcome the shorter commercial breaks, but it might take digital cable users time to adjust.
VI. Conclusion
A. As the world continues to embrace this technology, consumers have more control, and advertising will need to adapt.
B. Hopefully the networks will realize this, and develop advertisements that consumers will notice, and the plan will go into effect, or else we lose television all together.
Bibliography
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