TV to lose $7 billion by 2011

JupiterResearch predicts that broadcast and cable TV will pick up $5 billion in revenue from new ad platforms by 2011. That’s the good news. The bad news is TV will lose $12 billion in traditional revenue over the same period, thanks to ad-skipping and other disruptive technologies. “We advise media planners not to cave in to TV and Nielsen’s talk about new live-plus ratings. If stuff is time-shifted, a lot of the ads will definitely be skipped,” says Jupiter VP David Card. Ah, finally someone who’s not fooled by the fuzzy math the network research gurus are spinning. (Via Pomo Blog)


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