Forrester Research released an excerpt of a study on TV Ad Spending and predicts that TV ad spending will grow by 1% to $69.5 billion in 2010. Forrester Research also released an excerpt of a study on Media Measurement stating that marketers can’t see value in multichannel marketing until they can measure it. TV spending is still the biggest expense for large companies, even as Internet usage increases and mass media audiences fragment. “65% of marketing leaders think Internet measurement is more useful than TV measurement.” Measurement of TV advertising and other media will become more like that of interactive marketing, and branding advertising and activities will be held to the stricter accountability of direct marketing.
Direct marketing’s measurability is the desired standard.
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