The survey conducted by Association of National Advertisers in conjunction with Forrester Research finds out that almost four in five marketers believe that advertising in television has become less effective than two years ago. A whopping 70% of the surveyed advertisers feel DVRs and Video on Demand will significantly reduce the power of traditional 30 second television commercials.
Forrester vice president, Josh Bernoff feels though television networks will continue to demonstrate through various surveys and research (was he pointing out credibility of other survey firms?) that they are still very relevant, national advertisers wont buy the idea and they will certainly look for other cost effective medium which brings better return on investment.
Approximately 60% of the advertisers say they will spend less on traditional TV spots as DVRs reach not less than 30 million homes at one go.
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