The venerable 30-second television spot has been declared dead many times. People such as Beth Jeter could finally kill it off. Jeter watches “Lost” and “Grey’s Anatomy” at ABC’s website on her laptop. She ignores the ads. When they’re on, she checks her e-mail. “For some reason,” said Jeter, a 25-year-old government worker in Washington, “it’s easier to get away from the ads when they’re on your computer.” With the personal computer replacing the television set for a growing number of Americans, the 30-second spot, along with most conventional TV advertising, is under pressure. For years, people have been able to circumvent TV ads with digital video recorders, but that requires some effort. There are much easier opportunities for ad-avoiding multitasking at the click of a mouse, which is why the networks are experimenting with a mix of alternative formats for online promotional breaks — including having none at all.
Read this article from the LA Times. Related: NBC: Fast-forwarded commercials still hold value, really! from Ars. Previously from WNM: Has the death of ad-driven content been prematurely declared?, TV and the transparency of it’s advertising engine and TV v Internet: If you can’t beat ‘em, join ‘em.