Study: Marketers disappointed with TV advertising

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Cambridge, Mass.—Marketers want better TV advertising measurement techniques, more targeted ads and less clutter, according to a survey of more than 100 national advertisers conducted jointly by the Association of National Advertisers and Forrester Research. Respondents to the survey said their TV ad spending will remain flat this year compared with 2009. They reported that they would allocate an average of 41% of their media budgets to television compared with 58% two years ago. Additionally, 62% said they believe TV ads have become less effective in the past two years, and 69% said they would like to clutter reduced through fewer commercials per pod. More than three-quarters of respondents (78%) said they would like to target more precisely, but only 59% said they would pay a premium for targeting. Almost every respondent said TV advertising needs measurement metrics beyond reach and frequency. “The standard methods of delivery and measurement need to adapt to what marketers today need: more specificity, greater effectiveness and more detailed measurement. ROI is one of the most crucial aspects of marketing today, and the processes behind TV must be held to the same scrutiny as marketers,” Bob Liodice, ANA president-CEO, said in a statement. The survey results will be presented at the ANA's TV & Everything Video Forum in New York on Thursday. The survey was conducted online in December and January.
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