“My 11-year-old son and I were streaming a two-hour college basketball game,” Charlie Chappell recalls, “and we saw 25 ads for a local car dealership.
“My son asked, ‘Daddy, why do we keep seeing that ad?’"
The fatherly response: “I have to explain all the things that are wrong in the marketing ecosystem,” the head of integrated media & communications planning at the Hershey Co. explained.
“And then it ended with, ‘For some reason, we're a really low CPM [cost per thousand] household. I don't understand how that is.’”
The son was paying attention to his dad’s details and, as Chappell related to delegates at the Association of National Advertisers’ (ANA) 2019 Media Conference, “He said something curious. He asked, ‘But didn't we just buy a minivan two weeks ago?’
“I answered, ‘Yeah, even [the network streaming the game] has bad data.’”