May 11, 2006

"Family Table" Initiative Produces Results

Working with MTV Networks' TV Land and Nick at Night, we created a pro-social initiative called Family Table. The concept was to encourage more families to share meals together. Research shows that there are all kinds of benefits of families eating together. They include better eating habits (diet) and fewer problems with substance abuse and delinquency.

We launched the initiative a couple of years ago. It was played out in on-air spots, promotions, and extensive publicity.

It's so encouraging to see various reports that indicate our success.

For example, the Orlando Business Journal recently reported that a growing number of families - 32% of 1,000 adults surveyed nationwide - are trying to eat dinner together at home more often. That number jumps to 50% for younger households (age 28-41) and 47% for Hispanic and African-American households.

These and other encouraging reports are not necessarily the result solely of the Family Table initiative. But they remind us how powerful the media are, and how - when used to address an important public issue - they really can make a difference.

MTV Networks has been exemplary in the pro-active way in which it has identified issues and put significant resources behind addressing them. We're proud to be associated with this great company.

Online Advertising Stable and Growing

The numbers continue to be impressive. But what's especially impressive is the fact that the big advertisers are making solid commitments to online advertising. Advertisers like Proctor & Gamble, for example. And others like Ford, General Motors and Absolut Vodka are expected to spend as much as 20% of their ad budgets online this year.

Online advertising is expected to increase 24.4% this year, while all other media spending is projected to increase only 4.2%.

Within online advertising, search is the big winner. Search advertising accounts for 40% of the total online ad spending in this country. No wonder Microsoft 'bet the farm' on AdCenter, which it introduced last week.

The growth is caused not only by the fact that more advertisers are getting on board with online, but also we're seeing advances in technology that enable advertisers to measure response and results much more meaningfully. That's because online advertisers can target ads based upon location, demographics and other factors much more precisely than any other media.

It's wonderfully encouraging to see online advertising stabilize. This is now a vital medium that will become an increasingly productive part of any responsible marketing and communications program. It is essential, of course, to use it contextually with all other initiatives.