You expect an accountant to be knowledgeable about taxes. You expect a lawyer to be up to date on the law. You expect an auto mechanic to know a lot about cars.
Can you expect the same of advertisers?
Advertisers spend about half a trillion dollars a year on advertising. You'd think they'd take the time to know their business. There is convincing evidence that they are bewilderingly out of touch.
The most recent evidence comes from Thinkbox
in the UK. Thinkbox is the UK's commercial TV trade body, and is the most competent and innovative of such organizations that I have come across.
They recently commissioned a survey comparing advertisers' assumptions about consumer media behavior with the facts of consumer behavior. The people at Thinkbox are too nice and well-mannered to say this, but I'm not -- the results leave very little doubt. Advertisers don't know shit.
Let's have a look at some charts I made that summarize the findings.