survey conducted by the Association of National Advertisers (ANA) and Forrester Research indicates that 78 per cent of advertisers in the US feel that TV advertising has lost its glow in the past two years. As a result, it found, advertisers are exploring new technology to strengthen their TV ad spend.

The survey is based on the responses of more than 130 national advertisers in the US, who were asked about their attitude towards TV advertising and what impact they felt new technology like digital video recorders (DVRs) would have on their TV ad budgets. The respondents represent over $20 billion of advertising value and include companies like Charles Schwab, Colgate, Dunkin' Donuts, Johnson & Johnson, Mattel, Pfizer, and Verizon. ... more