Coping With Clutter
Andrew GreenOMD USA
Two of the biggest problems facing the television advertising business today in the United States and to a lesser extent elsewhere are the decline of the mass audience and the inexorable rise in non-programming 'clutter'.
Five years or so from now, there will be a tipping point in the television world. Personal video recorders (PVRs) will give as many as 40% of households the ability to fast-forward through commercials. Clutter will give them a reason.
Three factors are helping this process of pushing viewers away from viewing commercials.
- Technology: As ...