Advertising spending rose from $271 billion in ’05 to $285 billion last year. And yet, according to a survey conducted annually, 81% of consumers could not name one of the Top 50 new product launched in 2006.
Could you? (And saying Dr. Pepper Berries & Cream is cheating!)
The number of new products released in 2006 was 32,624. Surely we could remember just one. This 81% lack of recognition is an all-time high.
Here are the numbers:
The survey noted that most of the products were launched via traditional media. So not only is 2006 an all-time high. It is an all-time high in a big, bad way.
- Do you think TiVo had anything to do with it?
- Do you suppose the fact that most cable and satellite companies now supply DVRs had something to do with it?
- Do you think the fact that magazine circulation is down has anything to do with it?
- Do you think Sirius or XM Radio have anything to do with this?
- Do you suppose 15 million active blogs influenced this number?
If you had a brand new product and a reasonable budget, how would you launch it today?