An overview of the Association of National Advertisers and Forrester Research Report 9th Feb 2010 in regards to TV Advertising and the changing perceptions of marketers to the 30 sec commercial spot. Any feedback is greatly appreciated and can be sent to todd [at] activechannel.tv

1. The State of TV Advertising by the Numbers Association of National Advertisers and Forrester Research Report 9th Feb 2010 Source: http://www.ana.net/news/content/2136

2. Introduction 104advertisers responded to the survey across 21major industries, representing nearly $14 billion in media budgets. The survey was conducted from December 2009 to January 2010.

3. Becoming less effective 62% of respondents think TV advertising has become less effective over the past two years, with a majority of them citing clutter as the biggest challenge.

4. Branded content as the future 80% of the respondents said branded entertainment will play a bigger role in the future. 38%plan to spend more on branded entertainment as an alternative to the 30-second commercial.

5. The interactive element 75% of the respondents believe interactive TV will help generate leads. Only28% plan to spend more on it in 2010.

6. Targeting at no extra cost While78%of the respondents said they would be interested in the ability to target more precisely, only59%said they would pay a premium for it.

7. Take-away quote "The interactive sellers have to do a better job selling the benefits of targeted advertising," Bill Duggan, EVP at the ANA

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