TV Growing Less Effective as Ad Medium, Study Says

Feb 20, 2008  •  Post A Comment

Marketing executives believe that television has become a less effective advertising medium over the past two years, according to a new study conducted by the Association of National Advertisers and Forrester Research.
The survey found that 62% of marketers are down on TV advertising, and half of those surveyed are experimenting with new ad types that work with digital video recorders and video-on-demand programming.
The marketers are also interested in branded entertainment, advertising in online streaming of TV shows, interactive television ads and ads on set-top box menus.
Continued consumer adoption of DVRs will have a significant effect on TV advertising, according to the study, with more than 50% of the marketers surveyed saying they will cut spending on TV advertising by 12% when DVRs are found in half of U.S. households.
Some of that spending probably will shift to the Internet, with 87% of respondents saying they plan to spend more on Web ads this year.
Nearly three-quarters of the marketers want to move to ratings for individual commercials instead of the current system, which measures average commercial ratings within a program.
The study was conducted in January 2008 and is based on a survey of 78 leading advertisers, across all major industries and categories.
(Editor: Baumann)


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    This is Tumaini again. I read articles like these and for some reason I think that there is a simple answer. I’m sure I could be slightly diluted but I’ll share with you all what I’m thinking anyway.
    I am actively developing a concept for television where commercials are created by internet-savvy individuals (YouTubers and DVR junkies alike). The game-like unscripted show will have these folks submit commercials for their favorite products. At season’s end, the winner gets to create an ad for Super Bowl. This sounds like something that advertisers would be interested in. If any of you are interested in reading the full copyright registered treatment just email me at tumaini99@hotmail.com

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