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.”

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About mathewi

I'm the chief digital writer at the Columbia Journalism Review in New York, and a former writer for Fortune magazine and the Globe and Mail newspaper.

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