[opendtv] ZenithOptimedia: TV's Dominance Is 'Over For Good'
- From: Mark Aitken <maitken@xxxxxxxxxx>
- To: OpenDTV <opendtv@xxxxxxxxxxxxx>
- Date: Thu, 16 Feb 2006 10:33:05 -0500
Roll over, play dead, ....
- (MAA does not think this is true even when staring looking for the
naked truth...)
ZenithOptimedia: TV's Dominance Is 'Over For Good'
by Joe Mandese, Thursday, Feb 16, 2006 8:15 AM EST
Falk AdSolution
<http://red.as-us.falkag.net/red?cmd=url&flg=0&&rdm=27046321&dlv=0,0,44361,99999999,99999999&kid=99999999&dmn=.sbgnet.com&scx=1400&scy=1050&scc=32&sta=,,,1,,,,,,,0,5,0,15235,15224,14658,16384,512&iid=44361&bid=99999999&dat=http%3A//www.falkag.de>
IN ANOTHER TROUBLING SIGN FOR the dominance of TV in Madison Avenue's
media mix, a major global media agency is predicting that the medium's
long history of as the leader of the media pack is "over for good," at
least in one major global market - Western Europe - though the U.S. may
not be far behind. "Television's share of ad expenditure is leveling off
as the Internet takes over as the up-and coming advertising medium,"
says ZenithOptmedia Group in its new report, "Television In Western
Europe To 2014. "The migration of audiences from general television
channels to cheap specialist channels is holding down costs per
thousand, and in some markets [digital video recorders] are making it
easy for early adopters to skip or speed through ad breaks."
ZenithOptimedia has indicated similar trends in its U.S. TV tracking
report previously and is expected to release an update on the U.S.
marketplace this summer.
"I do think a lot of the trends in [the Western Europe report] are
trends we obviously are seeing in the United States," acknowledged Bruce
Goerlich, executive vice president-director of strategic resources at
ZenithOptimedia Group.
If so, that might suggest the U.S. TV marketplace may also be hitting
the wall. In its new report, the agency notes that "subscription
revenues exceeded ad expenditure for the first time in 2005" in Western
Europe.
"For many years television steadily increased its share of Western
European ad expenditure, as public broadcasters and commercial
monopolies gave way to fierce competition among commercial channels,
unlocking plenty of extra value for advertisers."
Those trends, however, have reversed themselves as marketers begin
turning to other sources, especially online, and as TV comes under siege
from DVRs, video-on-demand, and other consumer-controlled digital media
technologies.
The shifts are so profound that Western Europe's TV ad expenditures
shrank 10.3 percent between 2000 and 2003, and ZenithOptimedia does not
expect the TV ad market to return to its 2000 level until 2008.
"Expenditure grew only 0.3 percent in real terms in 2005," notes the
agency. "The World Cup will stimulate some extra expenditure, but we
forecast real growth will only rise to a below-trend 2.2 percent in 2006."
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=39898&Nid=18477&p=314896
<http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=39898&Nid=18477&p=314896>
--
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Regards,
Mark A. Aitken
Director, Advanced Technology
<>< <>< <>< <>< <>< <>< <><
===================================
Sinclair Broadcast Group
10706 Beaver Dam Road
Hunt Valley, MD 21030
Business TEL: (410) 568-1535
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E-mail: maitken@xxxxxxxxxx
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