he says that social media for marketing
have always existed, now it’s easier to
reach a larger audience more quickly.
He also argues that communities like
Facebook and MySpace are not emerging
media, since the platforms already reach
more than 1 million people.
However, what’s new is the way
marketers are flocking to it — to where
the audience already is — especially in a
time when less expensive direct response
marketing is so important. “Marketers are
at a point where they are more willing to
engage in that conversation that’s already
going on or to facilitate it,” he says.
Jockey’s Pitt agrees — his company
is just starting to break into the social
communities. He says there is an en-
ergy, a fundamental shift from branded
content sites to blogging and Web 2.0.
“The Internet is a 10 billion-page retail
landscape, so it makes a lot more sense for
us to go to pages where people are already
[active] and try to be relevant to them,
rather than starting our own social community,” says Pitt.
like it used to.
We know how to
Your consumer is selective, skeptical and
demanding. We get through to them.
At Direct Impact Group, we develop offline
media lead generation programs that pay out.
Our “secret sauce” combines cost effective,
highly responsive media placements and
breakthrough Direct Response creative
that delivers demand while building your brand.
We call our distinctive hybrid creative
Direct Power Branding®.
“You can boost offline media performance!”
—Andrew Gordon, President
RANK PRODUCT TOTAL SHORT-FORM
TV MEDIA SPEND
1. Lowe’s $290,987,600
2. Home Depot $267,942,400
3. Old Navy $175,604,400
4. Best Buy $166,475, 100
5. Circuit City $120,029,500
6. Kay Jewelers $104,183,500
7. Walgreens $94,409,600
8. Payless Shoe Source $67,594,900
9. Radio Shack $66,910,500
10. Rooms-to-Go $60,457,300
11. Staples $60,009,200
12. CVS $58,734,700
13. Netflix.com $57,769,400
14. Raymour & Flanigan $52,892,600
15. Victoria’s Secret $52,490,500
16. Ikea $51,471,600
17. Ashley Furniture $46,119,200
18. Zales Jewelers $45,756,600
19. Burlington Coat Factory $45,502,400
20. Jared Jewelers $43,806,000
21. Ross $42,930,500
22. Toys-R-Us $41,570,900
23. AutoZone $39,119,000
24. Men’s Wearhouse $38,726,400
25. Big Lots $37,928,300
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Newton, Massachusetts 02464
TNS Media Intelligence is the leading provider of
strategic media and marketing information. Utilizing
innovative tracking technologies, the company collects
expenditure, occurrence and creative intelligence on
millions of brands across 20 media. These figures are
based on TNS Media Intelligence multimedia ad expenditure database in the category “Retail and Consumer
Products” from June 1, 2007 through May 31, 2008
across the following measured media: Network TV, Spot
TV, Cable TV, Syndication and Spanish-language TV. Figures do not contain public service announcement (PSA)
data. For information about TNS Media Intelligence
please call (212) 991-6000 or visit