First and Goal: Philips Eyes a TD for its Medical Devices

Philips Electronics has taken a novel approach to eliminating the clutter surrounding its ads. The electronics giant has purchased all of the national ad time available in this Saturday’s football game between Texas and Oklahoma State that’s being televised by TBS. You can read the particulars of the arrangement in this Wall Street Journal story.

I have mixed feelings about this strategy. The article mentions that Philips wanted the ads to be relevant to the viewers of the game, but are the buyers of Philips’ medical devices the same people who will be watching? I suppose this is just an awareness-raising endeavor, but it seems like a lot of money to spend and possibly only be remembered as the company that sped-up the pace of a football game. Not that there’s anything wrong with that….

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