As not seen on TV

July 2006
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p6
The article reports that a study from the Association of National Advertisers and Forrester Research, advertisers feel that digital video recorders (DVR) and On Demand programming are destroying the effectiveness of a 30 second television commercial. 70% of advertisers felt the technologies were detrimental to their business and 60% plan to decrease their spending on television advertising when DVRs are found into 30 million homes. Top spending companies in advertising like Colgate-Palmolive, Johnson & Johnson and Dunkin' Donuts plan to spend more money on product placement, sponsorship, interactive advertising and online ads.


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