• Ad Age, Thursday, March 23, 2006 4:45 PM

Is the 30-second spot dead? No, but it's become the underdog in the eyes of advertisers lately, thanks to TiVo and DVRs. According to a study released this week at the Association of National Advertisers TV Ad Forum, close to 70 percent of advertisers believe that TiVo and DVRs will alter the effectiveness of 30-second ads. This shadow of doubt has caused marketers to look at alternative forms of TV advertising such as branded entertainment deals, product placement, and TV program sponsorships. In addition, 80 percent of marketers plan on redirecting more ad dollars to online ad spending and 68 percent are allocating more money to search engine marketing.

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