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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