Wow!  For over 23 years and $140MM Pepsi has been investing in high profile Super Bowl ads.  Not this year.  Pepsi is moving it’s spend to Online Social Media buys.  Is this a good move?  I don’t know — but definitely will keep an eye on this to see how it pans out.  For those that read my posts you know that I favor interactive media that creates a dialog with your audience over mass communication.   I’d rather pay for a consumer relationship than an impression.  It looks like someone at Pepsi may share in that view.

Is this another nail in mass media’s coffin?  No,  there will always be a need for making the first impression and TV is still the best option to make that first impression.  However,  expect TV to radically change over the next 5 years.  Necessity drives innovation and with more dollars moving away from TV expect TV to quickly innovate.  TV will become more socially enables.  Allowing for brands to create relationships with the consumer over the TV.