The Rise of Online Video and the Fall of TV

The Rise of Online Video and the Fall of TV: "I’ve been predicting for a while that the TV advertising house of cards would collapse, and McKinsey just huffed and puffed and predicted (to its big Fortune 100 advertiser clients) that “by 2010, traditional TV advertising will be one-third as effective as it was in 1990″ (from AdAge): That shocking statistic, delivered to the company’s Fortune 100 clients in a report on media proliferation, assumes a 15% decrease in buying power driving by cost-per-thousand rate increases; a 23% decline in ads viewed due to switching off; a 9% loss of attention to ads due to increased multitasking and a 37% decrease in message impact due to saturation. “You’ve also got pronounced changes in consumer behavior while they’re consuming media,” said Tom French, director at McKinsey. “And ad spending is decreasingly reflecting consumer behavior.” According to the report, real ad spending on prime-time broadcast TV has increased over last decade by about 40% even as viewers have"