The Blur is Complete
It had to happen. The way things have been developing, it was merely a matter of time. From Variety:
NBC Universal is expanding its battle against YouTube and other viral video sites, using the weight of its top-rated USA cable network to launch an all-advertising website called Didja.com.You can't see anything if you go to Didja.com right now, but with this new concept, the blur is complete. Advertising = Entertainment. But wait, it gets worse:
Set to launch early next year, site will offer a vast archive of current and classic TV spots, movie trailers and other "brand-related content." USA-Sci Fi Channel prexy Bonnie Hammer said the goal is to "become the go-to destination for on-demand advertising content."
Mind you, Mickey D's hardly needs the additional exposure:
Launch of Didja -- whose name is a play on the phrase "Did ya see that?" -- marks USA's first digital media initiative not directly linked to the cabler's programming. Brainstormed by USA execs, Didja will start out with extensive promotion on the channel and will eventually extend to all divisions of NBC Universal.
Didja will roll out after NBC and News Corp. mount their first major assault on YouTube, the viral video partnership known as New Co. Both efforts are designed to give NBC a bigger share of the ad revenue being generated by streaming video.
Peacock will use its massive ad sales division to help stock the site with content. Conglom hopes that advertisers will eventually pay for prominent placement on the site or create microsites within Didja focusing on their brand (an all-McDonald's channel, for example). [emphasis mine]
Anything made by McDonald's tastes better, preschoolers said in a study that powerfully demonstrates how advertising can trick the taste buds of young children."[R]emarkable" is not the first adjective that springs to my mind in response to that finding, but given we're talking about children here, I'll leave out the saltier words that do. Of course, it's not just the burger-pushing clown that's waging this battle for the hearts and effectively washed minds of the populace:
In comparing identical McDonald's foods in name-brand and plain wrappers, the unmarked foods always lost.
Even carrots, milk and apple juice tasted better to the kids when they were wrapped in the familiar packaging of the Golden Arches.
The study had youngsters sample identical McDonald's foods in name-brand and unmarked wrappers. The unmarked foods always lost the taste test.
"You see a McDonald's label and kids start salivating," said Diane Levin, a childhood development specialist who campaigns against advertising to kids. She had no role in the research.
Levin said it was "the first study I know of that has shown so simply and clearly what's going on with (marketing to) young children."
Study author Dr. Tom Robinson said the kids' perception of taste was "physically altered by the branding." The Stanford University researcher said it was remarkable how children so young were already so influenced by advertising.
Pradeep Chintagunta, a University of Chicago marketing professor, said a fairer comparison might have gauged kids' preferences for the McDonald's label versus another familiar brand, such as Mickey Mouse.Indeed, in another study (of web-centered [or "Social Media"] consumers), positive associations with the brand "Disney" were amazingly high:
Even within the tech-savvy crowd, the study reported that "After assessing consumer sentiment Google, Disney and Nintendo appear to have the most positive buzz going on." Disney?!?
Consider this an open thread:
Labels: open thread