TV Still Advertising's Top Dog

DVR, internet haven't destroyed medium, research suggests
By Matt Cantor,  Newser User
Posted Feb 23, 2009 12:19 PM CST
Gatorade provided this screen shot from a Super Bowl ad for G2 featuring the New York Yankees' Derek Jeter.   (AP Photo/G2)
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(Newser) – Citing DVR, channel-surfing, and the Internet, many have sounded TV advertising’s death knell—but research shows it may be healthier than ever, Advertising Age reports. The forthcoming results of one large study will likely show the tube is still advertising’s top medium, even for targeting young people. Multiple separate studies, meanwhile, found a boost in TV ads' effectiveness in recent years.

Offline advertising, particularly TV, seems to fuel a bigger slice of online product searches than the Internet’s own online display advertising, one firm noted. Analysts aren’t sure how to explain the effectiveness boost, but one expert says perhaps threats like DVR are prompting advertisers to do a better job. “When the fish get finicky, it makes you a better fisherman,” he said.