Just published a new piece of research, called Advertisers Face TV Reality. The executive summary:
Forrester and the ANA (Association of National Advertisers) surveyed
133 national advertisers representing almost $20 billion in ad
spending. More than three out of four told us that traditional
television commercials have become less effective in the past two
years. As a result, advertisers are formulating strategies to coexist
with DVD recorders (DVRs) and are both shifting their spending online
and experimenting with new TV ad formats and placements. Respondents
also cited measurement as a particular problem with TV. Advertisers
need to invest more in measurement and targeting to make television
work again, while networks need to support change by reconsidering
long-standing processes, improving measurement platforms, and
refocusing on their content.
Josh Bernoff edited the piece and blogged about the supporting research here. Additional statistics are also available in the joint ANA/Forrester press release. The results weren’t entirely surprising but rather validation of the current state of affairs – thus the title of the piece.