If You Don't Care, Why Should They?

My one prediction of 2008 is that Juno will be in your top ten list of best movies, so imagine my exasperation when the first TV spot I saw was in the middle of sports programming.

What made someone think that the mindset of the audience for live horse-racing would chime with that for a sharp youth-oriented movie that's garnering awards wherever it goes?

I know media buying is replete with deals, but the thinking here can only be that of relatively cheap TV exposure and that is box-ticking of the worst sort. If you can't afford more relevant spots, then spend the money in another way rather than do something that shows disdain for the audience and, even worse, disdain for what you're marketing.