A majority of marketers believe that television advertising has become less effective in the past two years, according to a new survey from the National Association of Advertisers and Forrester Research.
Over 50 percent of marketers reported that when half of all television households use DVRs, they would cut spending on TV advertising by 12 percent. Current DVR penetration is estimated to be nearly 25 percent.
"As marketers embrace the richness of new advertising avenues outside of the traditional TV format, the TV industry is working to address marketers' issues related to ratings and the changing TV landscape," said Bob Liodice, president and CEO of the ANA, in a statement. "Marketers, in collaboration with the TV industry, will continue to find the most effective and innovative ways to reach their customers through the TV medium, utilizing the emerging technologies available to them." Read it in Adweek.
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