Check out Nike's WC video if you haven't done so already. I wonder if viral and social marketing will eventually drive overall ad spending down, or at least traditional. I'd sure much rather watch this (voluntarily) than a typical retarded tv commercial.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=129912
On a separate but related note, assuming a) US TV ad spending is forecast to reach ca $70bn this year and b) roughly 120 mln households in the US, theoretically, it should only cost an extra $48.6 a month to live in an ad free world...
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