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by PVC Staff
Thursday, March 20, 2008
The Future of Advertising and Non-Fiction Television
Broadcast networks charge advertisers more to reach fewer viewers. How long can it last, and what does it mean for independents?
Anyone making a living in video would do well to read this special report on the future of advertising by the Project for Excellence in Journalism. It succinctly explains how television advertising rates continue to rise even as viewership declines dramatically. Even before the writers strike threw an anvil to an industry trying to tread water, the numbers were telling:
For the first 11 weeks of the 2007-08 television season, prior to the effects of the fall 2007 Writers Guild of America strike, Nielsen data show viewer declines for the crucial 18-to-49 age group of 19.4% for NBC, 16.7% for CBS, 10.5% for ABC and 28.6% for CW. Only Fox improved, with a 3.4% gain.
The trend is clear. Broadcast television is fading. Audiences are gathering information and getting entertained elsewhere. With broadband penetration now over 50% in the US, web video may be at a long-awaited inflection point.
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