Loss in Confidence in Television Advertising

I hadn't run across this survey, but the Association of National Advertisers, in conjunction with Forrester, did a fourth biennial survey of corporate managers on television advertising, according to Advertising Age. The results aren't looking so good for the TV industry. In short, companies are looking to spend more online and less on television because in general - 62 percent of respondents - thought that television advertising had become less effective in the last two years. More than half reported that when half of all households use digital video recording, they'll cut spending on TV ads by an average 12 percent:

Eighty-seven percent of advertisers believe branded entertainment is the key to TV advertising in the coming year, and 65% of them are eager to try ads in online TV shows. And emerging technologies continue to lure marketers looking to experiment. Forty-three percent would like to try interactive TV ads; 55% are interested in ads embedded in VOD; and 32% would like to try ads attached to the set-top-box menu.

But what's bad news for television is good news for online. Maybe that's where the medium will eventually go.