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.