Let's Hear It For The :30 Spot

This is an audience that likes its TV commercials. The post-lunch session question addressed the demise of the :30 spot. Is it dead? Is it dying? Is the rumor of its demise over-exaggerated? Three-quarters of the people in the room said they think the demise of the :30 spot is overplayed.

Mary Dillon, CMO of McDonald's, is now up showing a lot of their spots as she describes the local relevance/global brand approach.

Six million more people are eating at McDonald's right now.

But speaking of :30 second commercials, Dillon was quick to say that their commercials are just one part of a 360-degree surround sound approach to marketing. McDonald's dollar menu is on Fandango, say. Digital spending has quadrupled in the past two years, and that's going to continue to grow. "Bear with meon the 30second spots. They're more fun to watch."

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