I do not mean to bring up the obvious but a new study by McKinsey predicts 50% drop in viewers and 40% hike in prime-time ad spend over the last decade... does this make sense? The powerhouse consulting firm, MicKinsey & Co., is telling major marketers that by 2010, traditional TV advertising will be 1/3 as effective as it was in 1990 - why the increase in ad-spend then?!
Thank a combination of older technologies such as cable, PC computers, cellphones, CD players, VCRs, game consoles and the internet, along with more recent ones -- PDAs, broadband Internet, digital cable, home wireless networks, MP3 players, DVRs and VOD-- for those changes. And teens foretell an even more radical shift in future media consumption, the report points out: They spend less than half as much time watching TV as typical adults do. Teens also spend 600% more time online, surfing the web.
You can view the article here.
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