National advertisers which represent more than $20 billion annually in ad dollars. The results show that 78% said they are less confident in Television as an effective advertising medium than they were two years ago, and nearly 70% believe seismic shifts are in store for traditional modes of advertising like the 30-second ad. Note this - 24% stated that they intend to cut their TV ad budgets by at least a quarter and reallocate that money to online advertising, product placement and other channels once DVR penetration grows above 30 million household. Despite this, only 17% cited ad-skipping and DVR technology as the top threat to TV advertising, while 48% of the advertisers polled named commercial clutter as the leading problem. Link: AdAge.com Mar 22, ’06 - MARKETERS LOSE CONFIDENCE IN TV ADVERTISING also ClickZ Networks 03/22 - ANA Marketers: Our TV Spots are Tanking
Wednesday, March 22, 2006
Advertisers see TV Medium Losing it's Effectiveness
A new study from Forrester is predicting that 2007 will be the year that the television industry experiences an actual full-year decline in ad revenues. This conclusion was reached by speaking with 133 
National advertisers which represent more than $20 billion annually in ad dollars. The results show that 78% said they are less confident in Television as an effective advertising medium than they were two years ago, and nearly 70% believe seismic shifts are in store for traditional modes of advertising like the 30-second ad. Note this - 24% stated that they intend to cut their TV ad budgets by at least a quarter and reallocate that money to online advertising, product placement and other channels once DVR penetration grows above 30 million household. Despite this, only 17% cited ad-skipping and DVR technology as the top threat to TV advertising, while 48% of the advertisers polled named commercial clutter as the leading problem. Link: AdAge.com Mar 22, ’06 - MARKETERS LOSE CONFIDENCE IN TV ADVERTISING also ClickZ Networks 03/22 - ANA Marketers: Our TV Spots are Tanking
National advertisers which represent more than $20 billion annually in ad dollars. The results show that 78% said they are less confident in Television as an effective advertising medium than they were two years ago, and nearly 70% believe seismic shifts are in store for traditional modes of advertising like the 30-second ad. Note this - 24% stated that they intend to cut their TV ad budgets by at least a quarter and reallocate that money to online advertising, product placement and other channels once DVR penetration grows above 30 million household. Despite this, only 17% cited ad-skipping and DVR technology as the top threat to TV advertising, while 48% of the advertisers polled named commercial clutter as the leading problem. Link: AdAge.com Mar 22, ’06 - MARKETERS LOSE CONFIDENCE IN TV ADVERTISING also ClickZ Networks 03/22 - ANA Marketers: Our TV Spots are Tanking
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Blah, blah, blah.
ReplyDeleteThe largest ad buyers, like Coke Bud & PG, started cutting back on TV years ago.
The biggest problem inside marketing departments is that they simply can't spend/convert their TV savings online yet. So the fear is that corporate budgeting will start shrinking their budgets before big-ticket online buys materialize.