Advertising Age Article Abstract
McKinsey Study Predicts Continuing Decline in TV Selling Power
Cites 50% Drop in Viewers, 40% Hike in Prime-Time Ad Spend Over Last Decade
NEW YORK (AdAge.com) -- A study is about to give Madison Avenue a fresh pummeling: McKinsey & Co. is telling a host of major marketers that by 2010, traditional TV advertising will be only one-third as effective as it was in 1990. According to the report, real ad spending on prime-time broadcast TV has increased over last decade by about 40% even as viewers have dropped almost 50%. Paying more for less translates into a much higher cost-per-viewer-reached. ...