Advertising head says TV will suffer

The head of the second-largest ad agency in the world, WPP Group, says broadcasters are under “severe pressure” from the Internet:

“Television broadcasters face “severe pressure” as advertisers abandon traditional media in favour of the internet, Sir Martin Sorrell, head of WPP, the world’s second-biggest advertising company, told The Times.

The chief executive said that the quickening pace at which advertisers are switching their budgets to online has created a “fundamental shift” in advertising that would change irreversibly the way in which broadcasters
such as ITV and Channel 4 make money.

Sir Martin said: “Television is under severe pressure at the moment from the internet. There has been a fundamental shift and the pace will quicken, but predictions of a depression in traditional media have gone too far. Television advertising is not going to disappear. It still has pulling power, but the balance will switch.”

4 thoughts on “Advertising head says TV will suffer

  1. I think Sir Martin may be overplaying it a bit by talking about ‘severe pressure’; there will be a shift in the market, but that’s it. Surely radio stations experienced a hit when TV advertising started up, but people still advertise on radio now.

    Internet advertising is just another medium, and television isn’t going away any time soon.

  2. Hum…..TV is morphing into something else. The amount of people i know that now buy or download entire serials has increased 10 fold in the past 6 months.

    People are still looking at the small picture if you ask me. There are many pressures driving change including the lack of personal time, the blurring of work/home, consumer control.

    The TV box might not be going away, and entertaining programming might not be going away, but digital is changing the landscape in a far greater way than people are yet prepared to acknowledge.

    IMO TV as we know IS going away. Now which way becomes the interesting question.

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