In response to a survey, 78% of advertisers said they are less confident in TV as an effective advertising medium than they were two years ago, and nearly 70% believe seismic shifts are in store for traditional modes of advertising like the 30-second ad. Despite this, only 17% cited ad-skipping and DVR technology as the top threat to TV advertising, while 48% of the advertisers polled named commercial clutter as the leading problem.

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