While 2005 is expected to be a good year for advertising in general, it may be a tough one for TV. Media buyers, planners and ad insiders predict renewed regulatory attacks on at least two top commercial categories: prescription drugs and food aimed at kids. In addition, they see a potential disruption to the TV ad marketplace by Nielsen ratings for digital video recorders and the rollout of portable people meters. Most telling, TV's historic status is under fire. Once the undisputed king of media buys, television may surrender to a new, broader communications mandate, say industry sources. The most prevalent prediction among our Madison Avenue media pros is that 2005 will represent a fundamental shift in the way advertisers and agencies view the role of media, not just traditional outlets.
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