Summary
2009 is going to be a tough year but what else is new? TV, like other media is not immune to the economic downturn. Advertisers are being forced to re-look media/marketing expenditures, that in itself is not unusual or a bad thing per se.
Analysis
It's become somewhat fashionable of late to kick around traditional media, for some in sales management at these outlets the criticism is well deserved. No need to keep revisiting the Sam Zell's of the world, their unfortunate deeds are done.
The TV industry deserves much praise for its ability to keep their fingers on the pulse of both viewers and marketers. Yes, ratings and shares are lower, all to be expected in a highly fragmented media landscape. Let's also keep in mind how viewing habits and consumption have changed and how the TV industry is responding to all this. Yes, we may finally rid ourselves of the traditional "Network TV Up Front" and see some major marketers take a pass on the Super Bowl and Emmys. These same marketers and advertisers understand the power of TV and the options available to them for messaging through TV. At the end of the day, it's not so much about ratings and impressions but how advertising messages are being received and reacted upon by consumers. TV has managed to adapt and embrace emerging technologies (Sam Zell, are you listening?) and maintain its relevance across all consumer demographics.
