Tuesday, February 26, 2008

CBS: The Unwatched

"While CBS still constantly pitches itself on-air as the most-watched television network, that is no longer the case, at least not in prime-time where advertising dollars go for a premium.

Also worth noting is a very unhealthy longer-term trend for all the big guys (ABC, CBS, FOX and NBC) where there are appreciably more 35-49 viewers than there are 18-34 viewers. The youth seems to be phasing out of TV, and while that can somewhat be masked in the overall 18-49 and 25-54 categories, it won’t get masked forever."

"Earlier talks this year can only help the broadcast networks, who likely are going to have fewer new fall programs to tout due to the recently ended writers strike holding up production schedules and pilot development. The big TV outlets have other problems, too: their prime-time ratings continue to erode and penetration of ad-skipping digital video recorders continues to increase.

That's led to a growing sense among major advertisers that TV commercials don't work as well as they once did. A survey of 78 leading marketers conducted by the Association of National Advertisers and Forrester Research found 62% of marketers believe traditional TV ads have become less effective during the last two years. More than 50% reported that when half of all TV households use DVRs, they will cut spending on TV advertising 12%."

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