TV Advertising Faces Steep Declines, says Survey
DDI: 153
Forrester's polling of national advertisers presents a bleak picture of the future of television advertising to capture consumer mindshare. Although the research firm does not mention the sample composition of these advertisers, it is safe to say they are representative of the total prime time television advertising spending companies.
With that in mind, I find that the Data Dump Index will drop in the near term for consumer products manufacturers such as Procter & Gamble and those companies that leverage TV advertising effectively. Until the shifting advertising landscape settles, consumers will continue to resist television ads, thus lowering their overall perceptions of these companies and decreasing their propensity to buy products as a result of their on-screen ads. Survey data from Nielsen and others will likely confirm this hypothesis. I advise advertising and marketing executives to be mindful of these survey results as they are released.
Forrester's polling of national advertisers presents a bleak picture of the future of television advertising to capture consumer mindshare. Although the research firm does not mention the sample composition of these advertisers, it is safe to say they are representative of the total prime time television advertising spending companies.
With that in mind, I find that the Data Dump Index will drop in the near term for consumer products manufacturers such as Procter & Gamble and those companies that leverage TV advertising effectively. Until the shifting advertising landscape settles, consumers will continue to resist television ads, thus lowering their overall perceptions of these companies and decreasing their propensity to buy products as a result of their on-screen ads. Survey data from Nielsen and others will likely confirm this hypothesis. I advise advertising and marketing executives to be mindful of these survey results as they are released.
posted by Darren Bosik at
Thursday, March 23, 2006
