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Advertising Age - McKinsey Study Predicts Continuing Decline in TV Selling Power

Cites 50% Drop in Viewers, 40% Hike in Prime-Time Ad Spend Over Last Decade

By Abbey Klaassen

Published: August 06, 2006
NEW YORK (AdAge.com) -- A study is about to give Madison Avenue a fresh pummeling: McKinsey & Co. is telling a host of major marketers that by 2010, traditional TV advertising will be one-third as effective as it was in 1990.

http://adage.com/article?article_id=110899

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