Clutter Causing TV Ads to Lack Effectiveness

The bloom may be coming off the TV advertising rose. According to a joint Association of National Advertisers and Forrester Research survey of more than 100 national advertisers, 62 percent of respondents think TV ads have become less effective in the past two years.

The main culprit cited by respondents was clutter, with 69 percent saying they would like fewer commercials per pod. Advertisers will be cautious with TV budgets this year, holding spending flat, the study found. Advertisers are also altering their media mix allocating 41 percent to TV compared in 2009 compared to 58 percent in 2008. Contributing to dissatisfaction with the medium was a lack of new audience metrics beyond reach and frequency. Eight-two percent of respondents would like individual commercial ratings. Seventy-eight percent would like to more precisely target consumers.