Advertising Age – McKinsey Study Predicts Continuing Decline in TV Selling Power: Interesting. McKinsey just released a new study on the contining problems for the television industry stating that advertisers are gettting less but paying more for their advertising influence and that “by 2010, traditional TV advertising will be one-third as effective as it was in 1990.”
The usual suspects are all brought up, multitasking, competition from other forms of media for your attention, PVRs, etc. Most troubling for television executives of all though should be how little use teens have for TV. “They spend less than half as much time watching TV as typical adults do. Teens also spend 600% more time online, surfing the web.”