BBDO’s Lubars: TV Is Still Gold

By Jon Lafayette -- Multichannel News, 10/10/2011 12:01:00 AM

New York — Cable marketing execs came to hear a top advertising agency exec’s thoughts about the next big thing. Award-winning BBDO creative director David Lubars gave them an answer that was probably surprising, yet familiar.

“The next big thing is TV,” Lubars told a session at the CTAM in New York conference last week. “ I believe we are in the golden age of TV.”

Lubars rattled off a long list of outstanding shows on broadcast — Modern Family, The Good Wife, Fringe, Friday Night Lights — and cable — Mad Men, Breaking Bad, Men of a Certain Age, Boardwalk Empire, True Blood, Dexter. “This golden age kicks other golden ages’ butts,” he said.

Not only are the shows better, but more people are watching TV, with Facebook, Twitter and other social media driving viewership.

All of this makes TV an outstanding medium for advertising, Lubars said. “We’re putting our clients in a lot of TV,” he said, pointing to quotes from top marketers stating that TV remains a vital part of their marketing efforts.

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Jon Lafayette is business editor of Broadcasting & Cable.