A new report has warned that the US television industry could face a $2 billion fall in advertising revenue over the next four years, as advertisers turn their back on the broadcast and cable networks.
The Global Media Intelligence report, conducted by Screen Digest, has warned that the introduction of digital video recorders that allow viewers to skip through commercials has led to brands losing confidence in conventional TV advertising, which could mean revenues fall from $69 billion to $67 billion by 2013.
However, the report has suggested that some of this revenue will be clawed back by online advertising, which is expected to triple during the next four years.
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