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Marketers: TV Ads Less Effective than Ever

TV advertising has become less effective in the past two years, according to most marketers who responded to a survey from the National Association of Advertisers and Forrester Research.

More than 50 percent of marketers say that when half of all TV households use DVRs, the marketers will cut spending on TV advertising by 12 percent, writes Adweek. DVR penetration stands at nearly 25 percent currently.

More findings:

• 28 percent of respondents said that their media agency is not well equipped to handle the changes in TV advertising. That number is significantly less than the 47 percent who said two years ago that their agencies were ill-equipped.
• 47 percent of marketers said their creative agencies were ill-equipped to deal with such changes, slightly down from 55 percent two years ago.
• Nearly half of advertisers have begun to experiment with new ad types to work with DVRs and VOD programs.
• 87 percent believe branded entertainment will play a stronger role in TV advertising in the coming year.
• 72 percent want individual commercial ratings rather than average commercial ratings.
• 87 percent said they plan to spend more on web advertising this year.

MarketingCharts has some additional findings and insights from the study.