The robustness of the ardor for television ads is startling some forecasters, who had believed that the intensifying demand for online advertising would cut into sales for TV as it has for, say, newspapers. That does not seem to be the case, even as they point to a sharp climb in spending for Internet ads as another reason the recovery will proceed — and even gain momentum — into next year.
“The success story, perhaps surprisingly, has been television,” said Steve King, chief executive at the ZenithOptimedia media division of the Publicis Groupe. TV is, by his estimates, still gaining share of the overall advertising market, he added, to 40.7 percent in 2010, from 37 percent in 2005.
Brian Wieser, global director for forecasting at Magna Global, part of the Mediabrands division of the Interpublic Group of Companies... said he foresaw no dire effects on traditional television from the growth of what is known as over-the-top TV, which is delivery of programming through the Internet by means like the new Google TV, developed by Google, Intel, Logitech and Sony.
There could be 20 million to 25 million people watching TV that way by 2020, he added. That would be a fraction of those viewers still watching TV through cable systems, satellite or even over the air.
“Despite all the other viewing options, most people still like watching TV at home on a TV set,” said Steve Sternberg, the longtime television research analyst who writes a blog, The Sternberg Report.
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