{"id":2488,"date":"2006-08-08T10:46:05","date_gmt":"2006-08-08T10:46:05","guid":{"rendered":"http:\/\/zmetro.com\/?p=2488"},"modified":"2006-08-08T10:46:05","modified_gmt":"2006-08-08T10:46:05","slug":"mckinsey_on_the","status":"publish","type":"post","link":"http:\/\/www.zmetro.com\/?p=2488","title":{"rendered":"McKinsey on the Continuing Decline in TV selling Power"},"content":{"rendered":"<p><a href=\"http:\/\/adage.com\/article?article_id=110899\">Abbey Klaassen<\/a>: <\/p>\n<blockquote><p><i>A study is about to give Madison Avenue a fresh pummeling: McKinsey &#038; Co. is telling a host of major marketers that by 2010, traditional TV advertising will be one-third as effective as it was in 1990.<\/p>\n<p>That shocking statistic, delivered to the company&#8217;s Fortune 100 clients in a report on media proliferation, assumes a 15% decrease in buying power driving by cost-per-thousand rate increases; a 23% decline in ads viewed due to switching off; a 9% loss of attention to ads due to increased multitasking and a 37% decrease in message impact due to saturation. <\/p>\n<p>&#8220;You&#8217;ve also got pronounced changes in consumer behavior while they&#8217;re consuming media,&#8221; said Tom French, director at McKinsey. &#8220;And ad spending is decreasingly reflecting consumer behavior.&#8221; <\/i><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Abbey Klaassen: A study is about to give Madison Avenue a fresh pummeling: McKinsey &#038; Co. is telling a host of major marketers that by 2010, traditional TV advertising will be one-third as effective as it was in 1990. That shocking statistic, delivered to the company&#8217;s Fortune 100 clients in a report on media proliferation, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37,23],"tags":[],"_links":{"self":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/2488"}],"collection":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2488"}],"version-history":[{"count":0,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/2488\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2488"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2488"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2488"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}