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The Bottom Line

In June 2009, we forecast that TV advertising was going to drop 4 percent from 2008. We were wrong. The U.S. ad market declined 12 percent in 2009, and consumers actually reduced the amount of time they spent with all media by two hours. With TV experiencing the most decline, advertisers and operators need to emphasize their online and mobile strategies.

Table of Contents

I. Advertising Takes Another Hit
II. Changes in Consumer Time Spent Drive Ad Market Shifts
III. Slow Growth Returns in 2010
IV. Why Our Numbers Differ: Consumer Attention Versus Automation
V. Conclusions and Recommendations
VI. Further Reading