The Presidential Daily Brief

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    As Seen on TV: Women Aren’t Buying It

    These aren’t the ads you’re looking for. A recent study of 400 women found that just 1.9 percent admitted to buying things they’d seen hawked on TV, and for newspaper or magazine advertising, it was just 2.2 percent. The low impact of old marketing stalwarts highlights the shift to new media: 81 percent of the same group of women said they frequently bought items seen on social media, where reviews and experiences are immediately available. Still, sellers aren’t ready to abandon the boob tube, believing it can still build brand awareness.

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