Exclusivity

It used to be an important value in advertising to be an exclusive advertiser. They would be willing to pay a small premium to be a protected product without any competitors within a fixed period.

In other words, if you were sad sponsoring a sports event such as the automobile, you would be protected with exclusivity. Where is that benefit today? Today, you can see competitors in back-to-back advertising.

With the erosion of TV and Cable TV to streaming and other devices, it might be worthwhile to bring back exclusive protection for advertisers as an edge against their competitors.

If you see a Ford advertisement followed by a Chevrolet spot, how memorable is the first Ford spot? Exclusivity has a much greater value than being thrown in with your competitors.

Advertisers are no longer protected, especially in the new digital world.

There used to be a 15-minute protection for advertisers, at least on Radio and TV. Now, it is like a shouting match to be heard or seen in today's overcrowded media.

For those who grew up with Radio and early TV, exclusivity was a normal and valued attribute. You remembered the sponsors…LAVA soap and the FBI, Colgate Comedy Hour, Pepsodent toothpaste -Amos n’ Andy, Kraft Television Theatre, and the Texaco Star Theatre sponsored Uncle Miltie (Milton Berle).

It’s kind of like DEI today, inclusive but not exclusive.