INTERNET KILLED THE TV STAR

According to a recent study from McKinsey & Company pointed out by Advertising Age the "selling power" of TV is declining, loosing ground to (today) non-traditional media like the Internet.

- "by 2010, traditional TV advertising will be one-third as effective as it was in 1990".

Teens turn from TV
"Thank a combination of older technologies such as cable, PC computers, cellphones, CD players, VCRs, game consoles and the internet, along with more recent ones - PDAs, broadband Internet, digital cable, home wireless networks, MP3 players, DVRs and VOD-- for those changes. And teens foretell an even more radical shift in future media consumption, the report points out: They spend less than half as much time watching TV as typical adults do. Teens also spend 600% more time online, surfing the web."