The future of TV advertising - Is it all over? Not half!

Adele Gritten, director at Quaestor Research and Marketing Strategists Ltd, explores the imminent changes in TV technology and viewer behaviour, and their impact on the way we look at TV advertising, sponsorship and research.

The future of TV advertising - Is it all over? Not half!

Adele Gritten

It does not take a genius to realise that the TV, once a small, fairly nondescript, often hidden box in people's lounges, is now one of the most powerful pieces of technology, central to our everyday lives. It is no longer just there for passive entertainment; it can be used for active engagement such as playing games or CDs, listening to the radio, showing your holiday snaps, and so on.

Though direct response TV and advertising-funded programming are still fairly novel, there is much concern and...

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