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Want What You Have, Buy What You Need

Years ago, I read in The New York Times that according to Yankelovich Research, the average American adult is the target of some 3,500 commercial ads in a single day. More recently that estimate has been adjusted upward to 5,000. How outrageous is that? Sure, we live in a highly commercialized society but 5,o00 commercial ads? In a single day? I figured that had to be a gross exaggeration.

I decided to conduct my own test. I would count the ads I heard or saw in my typical day. I knew it wouldn’t come anywhere close to 5,o00. Or even 3,500.

The next morning the radio alarm sounded and before I could even open my eyes, I needed to put two hash marks on my score pad. So prolific were the ads on television I could barely keep an accurate count and get ready for the day at the same time.

Of course, I had to count every message, banner, business placard, real estate sign, billboard, license plate frame, bumper sticker, commercial vehicle, and bus I saw on the way to work all the while being careful not to miss any radio ads. Good thing I wasn’t driving.

Reading the newspaper boosted my count significantly as did flipping through a few magazines. Have you ever counted the ads in a typical magazine? Try it sometime.

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