A new study by Forrester Research that surveyed 133 national advertisers representing almost $20 billion in ad spending found that more than three out of four say traditional TV commercials have become less effective in the past two years.
Among other statistics, Forrester says DVR users skip 92% of ads on prerecorded programming.
Marketers are, says Forrester, losing faith in the power of TV and therefore pumping fewer dollars into the medium.
What it means for marketers, according to Forrester:
More marketers will tap new online channels that open lines of communication with their consumers — as General Motors has done with its FastLane blog and Procter & Gamble has accomplished with its Vocalpoint social networking site.
How much a priority is the Internet for your radio station or group?