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ANA/Forrester study finds marketers believe TV advertising has become less effective

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New York—A new study by the Association of National Advertisers and Forrester Research found that 62% of marketers believe TV advertising has become less effective over the past two years.

However, marketers said they are exploring new TV ad formats, including ads in online TV shows (65%); ads embedded in video on demand (55%); interactive TV ads (43%); and ads within the set-top box menu (32%).

The study was based on an online survey of 78 leading advertisers, conducted in January.

It also found that 87% of marketers plan to spend more on Web advertising this year than last year.

In addition, more than half of those marketers said that when half of all TV households use DVRs, they will cut spending on TV advertising by an average of 12%.

—Kate Maddox

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