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Millions of marketing dollars bypass TV

Brin Frazier says:

In a bellwether move, SoCo zeroes in on its target audience with an online-only marketing plan.

Amplify’d from gigaom.com

Southern Comfort Dumps Cable For Hulu, Facebook

Southern Comfort is taking its $8 million marketing spend online to reach its target market of 21- to 29-year-olds. Last year, the brand spent $6 million on late-night cable TV and another $1.5 million on magazines. All of that is going away. Now, SoCo plans to spend $10 million online, where the money reaches far more prospective consumers than the same spend offline.
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Posted by Brin Frazier  July 30, 2009 - 3:46 pm

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5 Responses
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  1. Eric Goldstein July 30, 2009 11:51 pm

    Recommended this clip

  2. David Nassar July 31, 2009 12:56 am

    Recommended this clip

  3. Maureen Garelick July 31, 2009 9:32 am

    "Thanks, good find!"

  4. arif July 31, 2009 11:09 am

    "Thanks, good find!"

  5. Rowan Price July 31, 2009 12:24 pm

    "Thanks, good find!"

Categories:  advertising