A majority of marketers believe that television advertising has become less effective in the past two years, according to a new survey from the National Association of Advertisers and Forrester Research.
Over 50 percent of marketers reported that when half of all television households use DVRs, they would cut spending on TV advertising by 12 percent. Current DVR penetration is estimated to be nearly 25 percent.
At the same time they also seem to be somewhat happier with the performance of their media agencies in dealing with all the changes occurring across the media landscape. Still, 28 percent of respondents reported that their media agency is ill-equipped to address the changes in TV advertising, compared to 47 percent two years ago.