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October 30, 2003
Reality distortion machine
Recent comments from Donny Deutsch, chairman and CEO of Deutsch Inc., a $2.4 billion advertising firm, indicate the level of denial within the advertising industry.
Delusion #1: "I think people like advertising. It's not going to go away."
Reality: 78.3 percent of consumers say Internet pop-up ads are very annoying, says Gartner research. Moreover, 51 percent of adults in the UK find commercial television to be annoying, says NFO WorldGroup research.
Delusion #2: "Even in the early research of TiVo, a lot of people were not zapping through the commercials."
Reality: 80 percent of TiVo viewers manually zip through commercial breaks on a regular basis, says TiVo CEO Mike Ramsay.
Donny, this is your last chance. After this, there is no turning back. You take the blue pill - the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill, recover from your advertising delusions, and I show you how deep the rabbit-hole goes.
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