Name a new product from 2006

Picture_1 Advertising spending rose from $271 billion in ’05 to $285 billion last year.  And yet, according to a survey conducted annually, 81% of consumers could not name one of the Top 50 new product launched in 2006.

Could you?  (And saying Dr. Pepper Berries & Cream is cheating!)

The number of new products released in 2006 was  32,624.  Surely we could remember just one.  This 81% lack of recognition is an all-time high.

Here are the numbers:

2006    81%
2005    57%
2004    56%
2003    50%
2002    33%

The survey noted that most of the products were launched via traditional media. So not only is 2006 an all-time high.  It is an all-time high in a big, bad way. 


  • Do you think TiVo had anything to do with it?
  • Do you suppose the fact that most cable and satellite companies now supply DVRs had something to do with it?
  • Do you think the fact that magazine circulation is down has anything to do with it?
  • Do you think Sirius or XM Radio have anything to do with this?
  • Do you suppose 15 million active blogs influenced this number?

If you had a brand new product and a reasonable budget, how would you launch it today?

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3 comments on “Name a new product from 2006

  1. Well, Drew, judging from those numbers I’d not go with traditional advertising. Since it seems we’ve all grown umbilical cords to our computers, perhaps James Brausch has the best approach by selling his products directly through his blog.

  2. Carolyn,

    I think there is still a place for traditional media and traditional advertising. But, I think the message is pretty clear. If we do it like everyone else — we’ll just blend into the woodwork.


  3. Nancy says:

    I think there is definately a place for traditional advertising and found some more about this

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