A new advertising trend is on the march in U.S. According to a joint survey by Association of National Advertisers and Forrester, more than three fourth of national advertisers have become disillusioned with the traditional television advertisements and they think this medium has become less effective.
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On the other hand, Merrill Lynch speculation reveals that upfront spending increased only by 3 percent in the current year, compared with the estimated 8 percent increase last year.
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However, few analysts argue that a handful of shifts from TV ad are mainly responsible for the downward pressure on TV ad expenditure.
Moreover, fragmentation of consumer's attitude into various other things such as Internet, phone and newspaper could be one major reason for the dropping TV ad revenue pattern.
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