eMarketer estimates that US TV ad spending will decline 4.2% to $66.9 billion in 2009. This precipitous drop reflects not only the poor economy but fundamental changes in the way television advertising is bought and sold.
The Television’s New Picture report analyzes the fundamental transformations taking place in the ways television content is consumed and television advertising priced and placed.
TV still has mass, but it is not what it used to be.
Consumers are accessing content beyond the TV screen and much of that viewing is occurring online. Fragmentation and declines in viewership have made it more difficult for advertisers to reach audiences.
Despite that, television remains a dominant media format. eMarketer estimates there will be $284.8 billion in total US ad spending in 2008. TV still garners 25% of total ad dollars, but growth is slowing.
With the rapid growth of online video and ailing economy, broadcasters need to redefine their businesses in an increasingly digital world.
Key questions the “Television’s New Picture” report answers:
How is traditional network TV accelerating its online business?
How does the current economic crisis affect TV’s online growth?
What are the opportunities and challenges to TV’s expansion online?
Which business model will prevail?
And many others…
eMarketer Reports—On Target and Up to Date
The Television’s New Picture report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
(0 items)
