Ever since the DVR was introduced in 1999, pundits have been telling us that the days of brands being able to advertise via the traditional TV commercial were soon to be gone. Since then, there have been a number of additional marketplace dynamics that have helped to reinforce this doom-and-gloom scenario. Interestingly, the traditional TV commercial is still around today, with U.S. marketers spending nearly $80 billion per year on TV advertising.
In fact, Nielsen and others have confirmed that while hours spent on the Internet have increased, TV continues to comprise the lion’s share of our entertainment consumption, and data on advertising effectiveness from a wide range of sources confirms that TV commercials contribute far more to the overall advertising awareness and impact for a typical consumer-targeted campaign than do all other media venues and creative elements combined. At the same time, changes in consumer behavior over the past few years cannot be discounted.
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