When newspapers began a downward spiral, many assumed that television would go down with it. But after a couple tough years, it looks like the opposite is happening — while internet advertising is growing, so is TV advertising. In fact, a new forecast out today predicts TV ads will account for a 40.7 percent share of total advertising in 2010, up from 37 percent in 2005.
Unlike the newspaper format — shifting from print to the web — people still like to watch television on their TV sets in addition to new platforms. HDTV and DVRs have helped drive new interest, as well as the advent of social media.
“Television viewership is being propelled by people who are increasingly watching certain shows to share comments with friends and family in real time on social media like Facebook and Twitter,” writes Stuart Elliott in the NY Times, paraphrasing an interview with Adam Smith, futures director at GroupM.
How important is social TV? “(It) has radical implications for the future of television viewing and the business of TV,” says the analyst firm Futurescape.
