…that TV advertising just ain’t what is used to be.
In fact, it ain’t even what it used to be two years ago.
From the Associated Press (via CBS):
Nearly four in five marketers surveyed believe that television advertising is less effective than it was just two years ago, according to a study released Wednesday.
That’s bad news for a nervous TV industry, which is worried about what the growth in digital video recorder usage and video on demand will mean for the economic underpinnings of the business.
TV executives are still pushing their medium as the most effective way to reach eyeballs. “[B]ut national advertisers aren’t buying it and are seeking alternatives to enhance their budgets and move them beyond the customary 30-second spot,” said Josh Bernoff, vice president of Forrester research, which conducted the survey.
Almost 70 percent of advertisers say they believe that DVRs and video on demand will reduce or destroy the effectiveness of traditional 30-second commercials, the survey found. …
Close to 60 percent of the advertisers say they will spend less on conventional TV advertising when DVRs spread to 30 million homes, the survey said. Forrester estimates DVRs are now in about 10 million homes and will be in 30 million within three years.
Advertisers are looking at other approaches, such as product placement, program sponsorship, interactive ads within programs and online video ads.