BP Ad Surge SlowsJuly 22, 2010
 WHITE PLAINS, N.Y.: BP’s on-air campaign is slowing down,
according to Media Monitors. The firm has been tracking money spent by BP on
radio, television and cable. MM said this week that since April 20, BP has
placed nearly 47,000 spots on air across the three media.
“It appears that things are slowing down with the BP ads,” Media Monitors
reports. “Radio dropped from 2,529 to 2,173 ads, while TV also decreased from
2,284 for the week down to 1,733 commercials. Cable slipped to 1,960 spots from
3,316 the week before.”
By market, during the most recent week measured, (July 13–19), BP ran its
television spots most heavily in Washington, D.C. (77); Boston (57); Tampa-St. Petersburg,
Fla. (56); and New Orleans (52). Media Monitors uses a “broadcast content
recognition process” for audio fingerprinting and identifying advertisements.
BP cranked up a public-relations campaign in the wake of the Deepwater Horizon
oil disaster in the Gulf of Mexico. The incident provided a case study for
Media Monitors to track and graph recent information about corporate marketing
and advertising. MM says that not long ago, graphics based on actual aired
content, issued almost immediately after the fact, would not have been
possible.
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