Its numbers mean a cut so dramatic that it would be bigger than the total advertising spending of a Nike or a Volkswagen. But no
matter whether the cut was as large as the 23.6% estimated by TNS or closer to the 10% GM claims, the country's second-largest advertiser is clearly shifting toward direct marketing, Web sites, online
video, event marketing, branded entertainment and Internet advertising.
All are harder to track than other media channels and that could have major repercussions, not only for old media companies, underscoring their need to accelerate the shift to digital platforms, but also for ad agencies, whose direct and digital siblings increasingly outstrip them in revenue.