Yesterday’s Super Bowl witnessed a piece of history with the Saints winning, and the ratings of course being even higher this year than the previous. Everything about this year’s Super Bowl was highly anticipated, but it felt short in one arena, the commercials. Advertising Age published several articles commenting on the lack of creativity and a few of the big players missing from the equation. Aside from Pepsi’s big pullout both FedEx and GM were absent second year in a row.
Was the recession to blame for the generally weak spots or is there more to consider? Could this be one of the biggest signs signaling that traditional advertising is truly on life support? Take a look at the entry I wrote a few months ago that argues that traditional advertising may be in trouble: http://majastevanovich.wordpress.com/2009/10/04/traditional-advertising-on-life-support/
The future of advertising can’t determined by one singular event. It can be said however that as the discipline of marketing communications evolves advertising may not play the primary role anymore and other disciplines will be seen as the lead.