Among the top 10, there were only two gainers: Verizon, the top advertiser, which increased spending 3.5%, and No. 9 Time Warner Cable, up 32.3%.
Broadcast TV Revenues Down 12.8% In Q2 – 2009-08-28 17:44:00 EDT Multichannel News
Time Warner Cable has lined up at least seven media company partners for its own test of a TV Everywhere service that will let cable TV subscribers access movies and full show episodes online.
Verizon’s trial service, dubbed FiOS TV Online, initially will include content from Time Warner’s TNT and TBS networks, and the telco said it will soon include content from other providers.
With DVR capability, viewers don’t watch as many commercials and the belief is that on the web that capability may be suppressed, retaining the viewer’s eyeball on the ads. It has also been pointed out, that viewers can do what they once did with non-DVR TV’s and walk away from the screen.
The advantage that digital brings, and this could be true for broadcast, cable, mobile, and IPTV, is interactivity. Advertisers are learning how to be more technically savvy than the product placement of old and must continue doing so to stay relevant.
The viewing experience today may be enhanced by social networking aspects and web exclusives:
You can read a tweet that a new clip has been posted to your favorite show’s website. Login with your Facebook connect and start watching. Share it afterwards with your community, if you like. In this case the product was a TV show, but it could easily be replaced by another product or service. It is not just TV that can be everywhere.
Why We’re Nearing Primetime for “TV Everywhere,” Ian Blaine – The most amazing bloopers are here