ReplayTVBlog

So here’s something that shouldn’t really come as a surprise to anyone — Traditional TV Ads Just Don’t Work Anymore! According to a survey by the Association of National Advertisers, 78 percent of the TV Advertisers surveyed felt that their TV Ads had become less effective in the last two years. The advertisers that were surveyed also said that they were exploring new technologies to help make their ads more effective.

This survey is interesting because it basically shows that advertisers are pretty much giving up on the traditional 30 second TV commercial and possibly TV advertising all together. While survey participants did say they are looking at new technologies to try and make their commercials more effective, 80% of them also said that they would be spending more money on web advertising.

With 80 percent of them looking to spend more money on web advertising, I think they’ve pretty much conceded that TV Advertising is dead. And while they might be right, I also think they just don’t get it. The problem is not that we have DVRs and Video On Demand that lets us fast forward through commercials, it’s that the commercials are so boring and run of the mill that we don’t want to watch them. Most of my TV watching is not live anymore. With 2 DVRs in the house (ReplayTV and Comcast DVR), I don’t watch live TV anymore. So I am always fast forwarding through commercials. But, there are some commercials that I enjoy so much that I will actually stop fast forwarding and rewind just to watch them.

Maybe I’m not the norm when it comes to watching TV commercials, but it seems to me that if the advertisers would just make interesting, clever, and unique commercials, we would actually want to watch them which would be much more effective than commercials we are forced to watch because we can’t skip them.

Technorati Tags: DVR, PVR, ReplayTV, Comcast, Advertising, Commercials

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