Television Advertising 2004-2009: The Slow Death of the 30-Second Commercial

Table of Contents

• Executive Summary
• Methodology
• Introduction
  • The Decline of Broadcast TV Advertising
    • A Quick Word About Terms
• Consumer Advertising Survey
  • Part One: How Consumers Are Spending Their Electronic Entertainment Time and Dollars
  • Part Two: Impact of Technology on Consumers Awareness and Behavior Around Advertising
• Survey of Television and Advertising Industry Employees
• The Changing Market for TV Advertising
  • TV and Advertising Industry Changes
    • Advertisers are Allocating Budgets Elsewhere
    • Increasing Pushback from Advertisers
    • Tying together media assets as a package effort
    • Repackaging of Content
    • Targeted Advertising
    • Focus Area: Advertising in Video Games
      • Video Game Ads Going Big Time
  • Focus Area: Internet Advertising
  • Focus Area: Product Placement
• Overall TV and Electronic Entertainment Advertising Forecast

List of Tables

• Table 1. Time Spent on Activity Now Vs. 12 Months Ago
• Table 2. How Much Time Do You Spend on Following Activities?
• Table 3. Technology Ownership of Respondents (Some Responses Highlighted in Red for Emphasis)
• Table 4. Reasons Respondents Watch TV Commercials (Percentages Exceed 100% Because Multiple Responses Accepted)
• Table 5. Business Supported by TV Advertising Dollars? (n=300)
• Table 6. How Has Your Ad Business Fared Over Last 12 Months?
• Table 7. Impact of Video Game Advertising Over Next 3 Years
• Table 8. Impact of Theatre Advertising Over Next 3 Years
• Table 9. Impact of Internet Advertising Over Next 3 Years
• Table 10. Impact of Mobile Phone Advertising Over Next 3 Years
• Table 11. Impact of Product Placement Over Next 3 Years
• Table 12. Summary of Major Impact Rankings
• Table 13. Impact of Personal Video Recorders on TV
• Table 14. Using Internet More, Less, or the Same This Year Vs. Last Year
• Table 15. Total US Electronic Entertainment Advertising (US$ Billions)

List of Figures

• Figure 1. US Electronic Advertising Forecast 2003-2009 (US$ Billions)
• Figure 2. Spending More Vs. Less Time Now Compared to 12 Months Ago (n = 1673)
• Figure 3. PVR Owners: Do You Use Your PVR to Skip TV Ads? (n=321)
• Figure 4. PVR Owners: How Much Advertising Do You Skip? ( n=219)
• Figure 5. Skip Commercials: PVR Owners and PVR Intenders (n=492)
• Figure 6. PVR-Intenders: How Much Advertising Would You Skip? (n=273)
• Figure 7. Watch 20+ Hours Network TV/Week - PVR vs. Non-PVR Respondents
• Figure 8. Industry of Survey Respondent (n=300)
• Figure 9. Business Supported by TV Advertising? (n=300)
• Figure 10. Reason for Decline in TV Advertising Business (Multiple answers accepted; n=31)
• Figure 11. Biggest Threats to TV Advertising (Multiple Answers Accepted)
• Figure 12. Terayon Ad Server Network
• Figure 13. Ownership of Video Game Consoles as Compared to Other Devices
• Figure 14. Playing More, Less or Same Amount of Electronic Games This Year Vs. Last Year?
• Figure 15. Video Game Advertising Revenues 2003-2009 (US$ Billions)
• Figure 16. US Internet Access by Type (Multiples Accepted)
• Figure 17. US Internet Advertising 2002-2009 (US$ Billions)
• Figure 18. U.S. Television Product Placement Revenues (US$ Billions)