This piece in the New York Times highlights how much the place of advertising in culture has changed. It talks about the release of Nielsen delayed viewing figures for the big new season shows in the US. While popular shows like Greys Anatomy are doing pretty well, the numbers for shows targeting younger audiences make for interesting reading.
The article notes that for the 18-49 demographic, Heroes and The Office are delivering between 42% and 48% of their audience numbers respectively, via delayed viewing. For 90210 this figure is more like 53%.
That's means around HALF the audiences for these shows are recording their favourite programs, watching them later, and more than likely skipping through the ads.
We might be watching more TV but our viewing behaviour has changed dramatically. We're no longer willing to forgive the interruption of advertising when tools like PVRs mean we don't have to.
Brands need to work harder to understand the entertainment needs of their audiences. We live in an entertainment culture, and if audiences are the new entertainment executives, brands are queuing up to audition.