A recent survey by Forrester Research and the Association of National Advertisers (ANA) found 78% of advertisers feel that TV advertising has lost effectiveness, and are exploring emerging technologies to help bolster their TV advertising spend. The ANA predicts that 80% of advertisers will move more of their advertising budget to Web advertising, with 68% of them looking to search engine marketing. They appear to be correct… Nielsen Media Research regarding US online advertising spending in 2005 showed it was up 23%. At the same time, network TV spending saw a 1.5% drop spending.
Nearly 70% of advertisers believe DVRs and video-on-demand (VOD) will diminish the effectiveness of traditional 30-second spots. As DVRs are predicted to reach 30 million homes next year, 60% of advertisers say they will continue to spend less on TV advertising – 24% cutting their TV budgets by at least 25%.
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