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May 21, 2003

Flat-screen displays outsell CRTs by 4:1

Advent proves the power of advertising

Wendy Brewer

High street retailer PC World today revealed a huge increase in flat-panel display sales following computer maker Advent's first ever TV debut.

The company first saw TFT (thin-film transistor) screen sales overtake those for conventional CRT (cathode ray tube) monitors over the Christmas period, but never by such a large amount. Advent's TV advert resulted in TFT sales a massive four times higher than those for CRTs.

"The TV advert helped TFT sales over the bank holiday [when the advert was run] eclipse CRTs — 80 percent of Advent systems went with a TFT," says Jeremy Fennell, marketing manager at PC World.

"TFTs are consistently the most popular choice for customers demanding style, space-saving design and superb picture quality," he adds.

But perhaps this increase is as much a reflection of the times as the success of television advertising. As TFT screens drop in price it's only natural that people will switch to a slimmer design, just as CD drives have pushed out floppy disks.

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