Television advertising executives have been waging an open war on digital video recorders for the last few years, fearful that technologies which allow viewers to skip commercials would destroy revenues. By and large, the TV industry has done an efficient – albeit not perfect – job of maintaining its foothold on the 30-second ad spot.
Execs can’t quite breathe a sigh of relief yet, though. In fact, it may turn out that while they were fighting the TiVos of the world, they forgot to show up for the only battle that really mattered. According to this Reuters story, television advertising is about to come under intense pressure from both online and mobile advertising:
Television accounts for roughly two-thirds of major companies’ advertising budgets, and that could shrink to about one-half in three years, according to David Verklin, chief executive of online media buying company Carat Americas, a unit of Aegis Group Plc.
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