According to an article in Advertising Age, McKinsey & Co. is telling its Fortune 100 clients that TV advertising will be one-third less effective in 2010 than it was in 1990.
According to the article, the report predicts the following:
- A 15 percent decrease in buying power driven by cost-per-thousand rate increases
- A 23 percent decline in ads viewed due to switching off
- A 9 percent loss of attention to ads due to increased multitasking
- A 37 percent decrease in message impact due to saturation
This coupled with the fact that, according to a Forrester research study cited in the article, people between 18 and 26 spend more time online than watching television and adopt new technology far faster than any other group. We can only imagine that trend will continue with the age group immediately behind them.
It's clear that reaching consumers -- not just young consumers -- is becoming a greater and greater challenge, and it's only going to get more difficult. Marketers must keep up with new trends and understand how new technologies will impact their plans. Even if a new tool has a low adoption curve today, it may suddenly take off, and those that aren't prepared may find themselves running to catch up.