Burger King marketing chief Russ Klein made some interesting statements in today’s Wall Street Journal regarding the companies drastic move of ad dollars from print and TV to online and emerging media:
“We weren’t going to wait around for the traditional measurement systems to catch up with it. The eyeballs have already moved. …Plenty of data we have show this, so we have gone forward accordingly.”
The Journal reports that “last year, TV-ad spending fell 18% while spending on magazines dropped 78% and newspapers declined 29%, according to TNS Media Intelligence.”
The move of ad dollars is not what surprises me, it is the drastic amount of the change and the indication that Burger King is simply a first adopter. As traditional ad measurements catch up, is this a taste of things to come for others?