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  • Report TV And Video Advertising Is On The Upswing In 2012

    February 27, 2012 | David M. Cooperstein

    Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

  • Report Why Marketers Must Integrate TV And Video Strategies

    January 5, 2012 | Tracy Stokes

    In addition to the variety of media options that the digital age has brought forth, TV is the next medium to get a digital makeover. New access points to the living-room screen and the invasion of...

  • Report TV's Currency Conversion

    Marketers Need To Prepare For More Complex TV Buying In The US
    March 2, 2011 | David M. Cooperstein

    Since the birth of TiVo in 1997, set-top-box data has been discussed as a more accurate alternative to Nielsen data for buying commercial slots in linear TV. But advertisers remain comfortable with...

  • Report Why Google TV Is Bigger Than You Think

    How TV Will Finally Become Interactive, At Scale
    June 7, 2010 | James McQuivey, PhD

    Google made significant noise when it recently announced Google TV, the search giant's most recent attempt to influence the future of the TV experience. The news itself was overly complex, and...

  • Report TV Advertising Budgets Are Under Siege

    February 8, 2010 | David M. Cooperstein

    Forrester and the Association of National Advertisers (ANA) surveyed 104 US advertisers representing nearly $14 billion in measured media budgets. More than half of them — 62% — told us that TV...

  • Report US TV Ad Spending Forecast, 2009 To 2014

    Cable And Advanced TV Advertising Drive Return To Modest Growth
    January 15, 2010 | David M. Cooperstein

    Television remains the dominant mass medium in the US, and TV ad spending is usually the biggest line item in consumer marketers' budgets. Spending has been down lately, primarily due to the...

  • Report Preparing For The Coming Online TV Backlash

    An Open Letter To An Industry On The Verge Of A Big Mistake
    March 13, 2009 | James McQuivey, PhD

    Online TV viewing has been a smash hit in the US, driving tens of millions of viewers to watch hundreds of millions of TV shows each month. However, the online TV model is coming under fire inside...

  • Report Advertisers See A TV+Web Future

    April 4, 2008 | James McQuivey, PhD

    Forrester and the Association of National Advertisers (ANA) surveyed 78 US advertisers representing nearly $15 billion in advertising budgets. More than half of them — 62% — told us that TV...

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