Then What?

Here is some excellent reference research from MarketingVox detailing the decline in traditional TV viewership and the increase in viewing online.

With growing number of network TV shows available for viewing online, over 20 percent of TV viewers watch some amount of prime time programming over the 'net, says a study by Integrated Media Measurement Inc. (IMMI), MarketingCharts reports.
If this doesn't provide a compelling reason for marketers to switch more of their marketing over to online I don't know what will. Not to overstate the point, but if TV is the sacred cow of advertising, then this type of research should be the pneumatic gun in the slaughterhouse for media planners.

With fragmentation you have to be quick nimble and flexible. Those are all things that pharma/med device companies are being forced to become and evaluate in their marketing.
I am not suggesting that everyone run out and start advertising on Lost episodes on ABC.com, but there has to be some level of recognition that online is becoming and will be the primary marketing channel--very soon.
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