Traditional Television Viewing Alive and Well For Advertisers. Market For On-Demand Widely Overestimated

Traditional broadcast television will dominate viewing habits for years to come, and the popularity of on-demand services is being widely overestimated, a report advises advertisers.

The accountancy and consulting firm Deloitte urges advertisers not to lose faith in the effectiveness of conventional TV advertising, arguing that online and on-demand catch-up TV services have been hyped by the superficial use of big numbers. Many surveys of popularity rely on self-reporting, it says, which tends to underestimate traditional media consumption and place too much emphasis on use of snazzy new-media gadgetry.


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