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Advertisers Look Beyond the 30-Second TV Spot

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Advertisers are becoming increasingly “disenchanted” with TV ads, according to a recent survey of 104 U.S. advertisers. The survey, performed by Forrester along with the Association of National Advertisers (ANA), found 62 percent of advertisers believe that TV advertising is less effective than it used to be, which is causing them to shift their budgets away from the traditional 30-second spot.

Effectiveness is only one reason advertisers are dissatisfied with TV ads; measurement was another issue that the survey identified. Almost all respondents said the industry needs audience metrics beyond reach and frequency. Along those lines, 82 percent said they wished they had TV ratings for individual ads. Advertisers also showed displeasure with the ability to target those ads. 78 percent are interested in being able to serve ads to certain types of consumers, but less than 60 percent said they would pay a premium to do so.

Despite all this, the majority of advertisers surveyed believed that the 30-second spot would continue to live on. Less than 20 percent said they expected the 30-second TV ad to be dead in the next 10 years, which is actually down from a year ago. When advertisers were asked the same question 12 months ago, 28 percent said they expected the 30-second spot would be dead in 10 years.

So how do advertisers plan to spend their ad budgets, if they’re not willing shell out as much for ineffective, poorly measured TV ads? Cooperstein writes that they’re shifting budget from TV to social media, banners and search, among other things. Branded entertainment is also of interest, with 80 percent agreeing that the format would serve a bigger role in TV advertising, and 38 percent saying that they would spend more on branded entertainment in 2010.

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