PEKOE POV
PEKOE POV
Helping Broadway Producers and Ad Agencies Speak the Same Language “How Broadway advertising budgets have changed over the past 20 years” by Pekoe Group’s Amanda Pekoe for Broadway News — Twenty years ago, when I started working in the industry, Broadway advertising was largely a game of reach. Today, it is a game of precision. While the overall goal — to sell tickets — remains the same, the way Broadway marketers allocate their budgets has changed dramatically. The evolution of media consumption, the proliferation of digital platforms, advances in data analytics and changes in consumer behavior have fundamentally transformed how producers and agencies invest their advertising dollars. The Broadway advertising budget of 2006 would look almost unrecognizable compared to the media plans being developed in 2026... Click To Read The Full Article