We believe the advertising industry as it has existed for decades is now in a pronounced and widespread secular decline…

— Extreme Value

…In other words, a world becoming more digital by the day has forced the entire traditional cable advertising industry into a decline that could last indefinitely.

In August, for instance, the Pew Research Center conducted a survey of U.S. adults to determine how TV viewing has been altered by streaming services such as Netflix.

Pew found that about six in 10 adults between the ages of 18 and 29 (a primary target audience for many advertisers) now primarily use their televisions to watch streaming services, where advertising is either limited or non-existent. Just three in 10 mostly watch via cable or satellite TV. (One in 10 consume entertainment via digital antenna.)

That’s bad news for companies like General Motors, Johnson & Johnson, and Unilever – which have traditionally relied heavily on TV advertising to build brand awareness and attract new customers in the 18 to 29 cohort.”

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