TV Advertising Less Effective, Finds ANA Study

Date: 02-22-2008

About 62% of advertisers believe that television advertising is becoming less effective, according to a biennial survey conducted by the Association of National Advertisers and Forrester Research. The data reveal a drastic loss of confidence and explain why marketers are increasingly willing to put stakes on other formats and alternatives. About 87% of the respondents were eager to invest more in web advertising this year than they did last year. Marketers revealed positive inclinations towards various formats including ads in online TV shows (65%), ads embedded in video (55%), interactive TV ads (43%), and ads within the set top box menu (32%). More than 50% of marketers also reported that they would reduce spending on TV ads by 12% because nearly half of all TV households use DVRs.

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