Executive Summary (This is a document excerpt)

Forrester and the ANA (Association of National Advertisers) surveyed 133 national advertisers representing almost $20 billion in ad spending. More than three out of four told us that traditional television commercials have become less effective in the past two years. As a result, advertisers are formulating strategies to coexist with digital video recorders (DVRs) and are both shifting their spending online and experimenting with new TV ad formats and placements. Respondents also cited measurement as a particular problem with TV. Advertisers need to invest more in measurement and targeting to make television work again, while networks need to support change by reconsidering long-standing processes, improving measurement platforms, and refocusing on their content.

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