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Survey Finds TV Advertising To Be Less Effective Than Two Years Ago

TV Industry Evolving to Meet Changing Needs of Marketers

New York, NY, February 20, 2008 - A majority of marketers believe that television advertising has become less effective in the past two years, but marketers are interested in exploring new ad formats and new forms of video commercials, according to the fourth biennial TV & Technology survey conducted by the ANA (Association of National Advertisers) in association with Forrester Research, Inc., an independent research firm. The full survey findings will be revealed by Forrester Research vice president and principal analyst James McQuivey at the ANA's TV & Everything Video Forum on February 28 at the New York Marriott Marquis, Times Square.

Major findings of the survey include the following:

"As marketers embrace the richness of new advertising avenues outside of the traditional TV format, the TV industry is working to address marketer's issues related to ratings and the changing TV landscape," said Bob Liodice, President and CEO of the ANA. "Marketers, in collaboration with the TV industry, will continue to find the most effective and innovative ways to reach their customers through the TV medium, utilizing the emerging technologies available to them."

Additional insights from the survey include these:

The TV & Technology study was conducted by the ANA through an online survey of its members in January 2008. Forrester Research advised in questionnaire development and conducted the analysis of the data received from respondents, which included 78 leading advertisers across all major industries and categories. The goal of the study was to measure the attitudes of national advertisers' towards television and the impact of technology on the television landscape. Findings of the survey will be shared with ANA members following the presentation at the ANA TV & Everything Video Forum.

To learn more about the upcoming ANA TV & Everything Video Forum, please visit: /events/conferencemtg/TAF-FEB08. To register as press for the event, please contact Lesley Weiner at lweiner@cooperkatz.com or 212-455-8079.

About the ANA
The Association of National Advertisers leads the marketing community by providing its members insights, collaboration and advocacy. ANA's membership includes 360 companies with 9000 brands that collectively spend over $100 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs and advance, promote and protect all advertisers and marketers. For more information, visit www.ana.net.

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