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For B2C Marketing Professionals

Laying The Groundwork For The Next Wave Of TV Advertising

May 28, 2009


  • By David Card,
  • Kim Le Quoc
  • with Mary Beth Kemp,
  • James McQuivey, PhD,
  • Nate Elliott,
  • Jean-Yves Lugo

Why Read This Report

As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or systematically fast-forwards past TV commercials, and Early Adopters — i.e., high-income technology optimist consumers — spend only half of their time with live television. Marketing leaders must get ready for the future of television by accelerating integrated campaigns, experimenting with DVR-based and targeted advertising solutions, re-evaluating complementary media, and squeezing their suppliers.

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Table of Contents

  • Three Technology Trends Are Remaking TV Viewing
  • Today's TV Technology Adoption Signals Future Viewing Patterns
  • Tomorrow's Television Creates New Ad Opportunities For Marketing Leaders

  • Get Ready For The Future Of Television
  • Supplemental Material
  • Related Research Documents