78% of TV advertisers say TV advertising is less effective nowadays

78% of national advertisers told Forrester Research traditional TV advertising has become less effective in the past 2 years, 60% indicated they will spend less on the medium when the number of homes with DVRs reaches 30 mln. Those that anticipate cutting their budgets said this is likely to be by at least 25%.

78% of national advertisers told Forrester Research traditional TV advertising has become less effective in the past 2 years, 60% indicated they will spend less on the medium when the number of homes with DVRs reaches 30 mln. Those that anticipate cutting their budgets said this is likely to be by at least 25%.

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