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Submitted: August 8, 2006 - 9:11am
Last updated: February 21, 2008 - 3:26am
Last updated: February 21, 2008 - 3:26am
MCKINSEY STUDY PREDICTS CONTINUING DECLINE IN TV SELLING POWER
[SOURCE: AdAge, AUTHOR: Abbey Klaassen]
A study is about to give Madison Avenue a fresh pummeling: McKinsey & Co. is telling a host of major marketers that by 2010, traditional TV advertising will be one-third as effective as it was in 1990. That shocking statistic, delivered to the company's Fortune 100 clients in a report on media proliferation, assumes a 15% decrease in buying power driving by cost-per-thousand rate increases; a 23% decline in ads viewed due to switching off; a 9% loss of attention to ads due to increased multitasking and a 37% decrease in message impact due to saturation.
http://adage.com/article?article_id=110899
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