"I think for advertisers one of the conclusions is you don't make decisions to advertise either on television or the Internet when you want to hit all the demographics, but rather you need to have a multiplatform strategy," said Ken August, vice chairman and national sector leader for Deloitte & Touche's media and entertainment practice, which commissioned the study. "It shouldn't be an either or proposition."
That appears to be what American broadcasters are doing. The last year has seen in increase in the amount of TV programming available directly from network sites, as well as services like Joost and the NBC Universal / News Corp. owned Hulu. These services offer not just recent programming but also older series for online viewing. At the same time they continue to release more titles on DVD.
Interestingly the study indicates that while viewing may be moving to computers and other devices, advertising dollars are still best spent on TV. While responses indicated that online advertising has a bigger influence on them than magazine, TV leads both by a comfortable margin.
Source: Reuters
Written by: Rich Fiscus @ 28 Dec 2007 18:16
