Chalk up yet another example of the wide reach and lasting impact of the Internet on traditional marketing. This report on the annual advertising purchasing by the major American TV networks has two main headlines: the ratings continue to plummet, and the participants continue to look for alternatives to the typical TV advertising blitz. More marketers are purchasing advertising “bundles” that go beyond the 30-second ad to include other media and placements. The new buzzword is apparently integration – buy a few ads, stream the show on select websites, place the product in the program or script, etc. Just to make things more exciting, the companies and networks are also trying to figure out how to measure the popularity of their programs – and the related advertising – in the new world of streaming (both free and pirated), iPhones and Tivo. Welcome to the brave new world.

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