With millions of Americans getting news and information from the Web and essentially living out virtual lives online, TV time has increasingly been compromised.
In 2009, television will feel the pinch in the amount of ad dollars it can attract. According to eMarketer, U.S. television ad spending will fall 4.2% in 2009.
The only commercial spots that appear to be maintaining their value are the ones that will be played on Super Bowl XLIII, where advertisers still believe the spots can command $3 million for 30 seconds, according to the report.
At the same time, online video ad spending in the U.S. is expected to grow 45% to
$850 million in 2009. Video is the fastest-growing format on the
Internet, according to eMarketer.
EMarketer’s conclusion? “Broadcasters need to find a way to redefine their businesses in an
increasingly digital world to take advantage of this growth. In many
cases, that means a focus on expanding programming to the online realm
and testing business models there. Indeed, a trend is for viewers to go
online to watch ads following the Super Bowl.”
Broadcasters nee
