Tuesday, November 3, 2009

Where's the Snuggie?

For all of you fans who were excited to see the latest Snuggie commercials, which typically air in the colder winter months, I hate to disappoint you but you’ll be seeing less and less of those spots this season.

A tightening scatter media market is leaving direct response advertisers like Snuggie and Sham Wow aced out—traditional advertisers are nabbing this remnant time which formerly was the domain of products sold with long-form media, 800 numbers and accompanying websites.

As a result, Snuggie will turn to 15-second and 30-second spots versus the 60 and 120-second commercials they used last year to successfully launch their product. And, in a 15 or 30 second commercial you will see far fewer vignettes of highly satisfied consumers using the product.

I, for one, am bummed—who can forget the endearing image of the couple wearing their Snuggies at the local football game? I will miss that…

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