Call it Must Not See TV.
The New York Times reports 6 million TV viewers have disappeared in the past year — not abducted by aliens, but simply no longer watching prime time television. This is incredible, representing 13.6% of the 44 million folks who watched prime time TV just one year ago.
The impact on the ad industry will not be pretty. While Nielsen notes that ratings for some shows have gone up — about half the people who watch "The Office" in the Los Angeles market do so with time-shifting on DVR devices, and such habits have actually added eyeballs to a few popular shows — these same viewers are likely skipping commercials. It doesn't take long to figure out the fast-forward button on a TiVo.
The good news is that viewers are shifting video-viewing habits online. If you are not now testing emerging formats for online video advertising, rethink it. Your target consumers may be there in 2009.
(Photo: Angel R Ravelor)
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