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McKinsey & Co. Predicts One Impact of Shift in Attention

When meeting with executives who care about the strategic directions of their companies, it’s often challenging to convince them of the dramatic and accelerating shifts occurring as people — especially the coveted 18-34 year old demographic — shifts their attention away from TV, newspapers, radio, magazines and other mainstream media.

By way of Jeff Jarvis today comes discussion of an Ad Age article entitled, “McKinsey Study Predicts Continuing Decline in TV Selling Power.”

The article opens with, “McKinsey & 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.”  Though this doesn’t come as much of a surprise to those of us already using digital video recorders (e.g., TiVo) to time-shift television and skip the ads. Or completely ignoring ad words, banner ads and other in-your-face attempts to entice us to click on them.

Here’s what leapt out at me from the article…

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