![Page 1: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/1.jpg)
Will your brand have a voice in the fast forward future?Richard HuntingtonPlanning Director, HHCL/Redcell
![Page 2: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/2.jpg)
1. People are falling in love with TV againWatching more Enjoying more TV is fighting back
![Page 3: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/3.jpg)
“Sky+ is better than sex”ES magazine
![Page 4: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/4.jpg)
“I would find it easier to live without my liver”
Daily Star
![Page 5: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/5.jpg)
2. The power of live TV is still watched liveMust watch live TV is gold dustCreate must watch live content
![Page 6: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/6.jpg)
3. Ad skipping is not news Endemic in PVR householdsBut skipping is a national sport
![Page 7: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/7.jpg)
Ad recall remains strong in PVR homes
![Page 8: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/8.jpg)
4. New advertising models Associated involvementNew techniques for targeting New forms of interactionNew means of evaluation
![Page 9: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/9.jpg)
5. We may learn to love ads again
![Page 10: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/10.jpg)
141516171819202122232425262728293031323334
1984 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Source: TGI, 2004
%
“The adverts are as good as the programmes”
![Page 11: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/11.jpg)
Less advertisingBetter targeting Higher standardsNew regulatory environment?
![Page 12: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/12.jpg)
6. Brand DarwinismDeath of the level playing fieldSurvival of the fittest & funniestThe brand will sell the ad
![Page 13: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/13.jpg)
Source: WPP Brandz, selected UK car brands 2001/2002. YouGov online omnibus 2004
Volt
ag
e
Presence signature
-3
-2
-1
0
1
2
3
4
-40 -30 -20 -10 0 10 20 30 40 50
BMWAudi
Ford
VW
Alfa
Honda
Vauxhall
Rover
Seat
Fiat
NissanSkoda
Little tigers
Faded stars
Clean slate
Weak
1
6
5
43
2
7
8
9 1011
12
ClassicOlympic
![Page 14: Will your brand have a voice in the fast forward future?](https://reader036.vdocuments.us/reader036/viewer/2022082712/56813f50550346895daa0a7a/html5/thumbnails/14.jpg)
The future...TV advertising will surviveTV advertising has to change