Thursday, March 23, 2006

TV advertising tanks

If you thought the cheesy propaganda "public service" ads described in my previous post were most likely to appear between infomercials at 3AM, think again:
Television is an increasingly wobbly target for ad spending and will likely soon begin hemorrhaging dollars to interactive and other channels. That's according to a Forrester poll of 133 advertisers who control more than $20 billion in advertising.

The study, undertaken in conjunction with the Association of National Advertisers (ANA) and presented today at the ANA's TV Ad Forum in New York, found 78 percent of these marketers feel the potency of their television advertising has declined in the last two years.

Seventy percent of those surveyed believe digital video recorders (DVR) and video-on-demand (VOD) will "reduce or destroy" the effectiveness of :30 spots. And once DVR penetration grows to above 30 million households, 24 percent said 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.

The Internet fared particularly well in major advertisers' future plans. Eighty percent said they'll invest more in Web advertising, and 68 percent singled out search marketing as a source of future spending. Smaller percentages said they'd pursue program sponsorships, product placement and online video ads.
Give it a few years and the only TV ads will be the latest Ad Council leftoid propaganda. That's OK - then they'll match the shows.