My 2 cent.

Author:Serafini, Dom

It's no longer enough for commercials to just bring money to 1 linear television, they also have to be clever and memorable enough to bring TV outlets repeated viewership.

What is the most annoying content on U.S. television? I'd say it's a toss-up between commercials about medical drugs or those for perfumes.

The former are TV spots, often broadcast during primetime hours, that describe the benefits of an unpronounceable drug, while also reciting all the illnesses, maladies, side effects, and other assorted problems that the medicine can trigger in patients, including death. (Indeed, the voiceover often cautions that a given medication "could be fatal," all the while showing images of people laughing, having fun, and generally enjoying life while on the possibly lethal drug.)

The latter are those sophisticated and slick commercials that will make sense only to those consumers willing to shell out hundreds of dollars for something that, at least for me, sucks out all the oxygen from the area surrounding the wearer.

Granted, those two genres generate a large amount of money for TV stations, but so do car commercials. These genres are rarely interesting or amusing, but are highly rewarding for TV outlets.

Other annoying commercials are for broadband services, where creativity is really a narrow band; and for food stores, which tend to use rather generic slogans like "all about you."

Now, considering that the medicine and remedies sectors invested $10 billion in advertising in U.S. media in 2016 (the largest being Pfizer with $2.1 billion), and the personal care companies invested $6.2 billion (the largest being L'Oreal with $1.9 billion), it can be concluded that companies spend more for TV spots, and less for the appeal of the commercial.

According to some reports, pharmaceuticals and personal care products are actually increasing their TV ad presence. Basically, the lack of creativity has been supplanted by the sheer amount of money spent.

Of course, this is something that we already knew about in the 1980s, when U.S. marketing science pioneer Margaret Henderson Blair examined TV commercials, and found that "the overall persuasiveness of an ad declines exponentially" the more that consumers are exposed to it.

Similarly, recent research confirmed that consumers have grown wary of traditional advertising. Beth Egan, an associate professor of...

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