Donny Deutsch Thinks Gays Don't Watch Football (VIDEO)
Donny Deutsch seems a bit confused by all the controversy over CBS rejecting an ad from a gay dating website for the Super Bowl. After all, Deutsch wonders, do homosexuals even watch football?:
It's hard to argue that it makes sense to reach a very targeted audience of gay males in America by advertising to this mass audience. So you can't say with a straight face that that was a smart media buy, can ya?
Deutsch said this on "Larry King Live" last night while he was on with Dominick Friesen, who was representing the dating site. Friesen looked mildly offended and responded, "Actually it was, and we're not going to buy into your stereotypes either."
Media Bistro makes the smart point that the whole point of advertising during the Super Bowl is exposure:
It doesn't really matter how many gays watch the game. Does anyone seriously believe every campaign that's in there is going to return investment? Pepsi bowed out and it's maybe the single brand that should use the game's mass audience. Clearly, advertising during the Bowl is about exposure, not metrics. Pepsi got theirs just by stepping back.