More than half of advertisers (62%) say traditional TV advertising is less effective than it used to be, and many plan to shift their attention––and budgets––away from traditional TV to social media, online video ads, and branded advertising, according to a survey from Forrester and the Association of National Advertisers (ANA).

Advertisers plan to spend on average 41% of their media budgets on TV ads in 2010, the same level reported a year ago, but down 17 percentage points from the 58% allocated in 2008.
Below, other findings from the report, TV Advertising Budgets are Under Siege.

The 30-Second Commercial

Overall, advertisers say less clutter and better targeting would improve TV ad effectiveness: 69% of advertisers would like fewer commercials per pod to gain better visibility.


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