Despite increased belief in the future of 30-second television ads, advertisers question TV’s effectiveness and are dissatisfied with measurement. According to the joint ANA and Forrester Research survey of more than one hundred national advertisers, marketers also want to be able to target television ads, but don’t want to pay extra for that ability.
Sixty two percent of the marketers surveyed think television advertising has become less effective over time. And 69% say the biggest challenge to ad effectiveness is clutter and want fewer commercials per pod. Nearly all of the respondents are unhappy with current TV audience measurements and 82% say they would like to see ratings for individual commercials – which would certainly make things interesting.
Seventy eight percent of these marketers said they would like to be able to more precisely target their television ads but only 59% would be willing to pay to do that.
Projected television ad budgets reflect this erosion of confidence in the medium. Those surveyed say television ad spending will be flat this year. In 2008 they spent 41% of their budget on TV ads, versus 58% in 2008.
Wednesday, Mar 3, 2010
Michelle OBrien