That shocking statistic, delivered to the company's Fortune 100 clients in a report on media proliferation, assumes a 15% decrease in buying power driving by cost-per-thousand rate increases; a 23% decline in ads viewed due to switching off; a 9% loss of attention to ads due to increased multitasking and a 37% decrease in message impact due to saturation.
Tuesday, August 08, 2006
McKinsey says: TV ad effectiveness dropping
Effectivessness is declining rapidly, and by 2010, TV advertising will be one-third as effective as in 1990.
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