1. Here’s what Gary Fayard, Coca-Cola CFO, recently said about TV: “The 30-second spots on TV (are) no longer the way to do it,” “if you’re like me, most of the television you watch, you record and when you then watch it, you skip over all the ads” “The traditional spot can no longer stand alone” “Having an integrated campaign across all the different platforms is critically important.” Read the entire story here. here. 1 Rampant ad-skipping is a major factor in Cokes decision to shift focus from TV to DVR-proof events

2. Ratings plunge is under way at some of the largest cable networks New technologies have reshaped some viewing habits. Year over Year ratings have fallen for 11 of the 15 most-watched cable channels Nickelodeon, TNT and FX, are all facing double-digit declines Networks are already giving make-goods, or replacement ad time to make up for audience shortfalls, Nickelodeon has lost 25% of it daytime core audience, children ages 2 to 11 MTV has lost 24% of it’s core prime-time audience, Persons 12 to 34 years old Read the entire story here. here. 2

3. Coke is not the only one shifting away from TV. Here are 4 of biggest TV advertisers of 2011 Procter & Gamble AT&T General Motors Verizon They spent less on TV in 2011 than 2010. Procter & Gamble, the No. 1 advertiser, raised spending on magazines at the expense of television 2011 Rich Greenfield of BTIG has argued that 2012 will be the first year in history that traditional TV consumption will decline. Read the entire story here. here. 3

4. After three decades of steady ratings gains, cable TV has become increasingly challenged. Here are some of the reasons why: Cable has reached saturation & is no longer adding subscribers Viewers have more on-demand choices than ever First quarter ratings across top cable TV networks have taken a big, unexpected hit this year. 15 of the top 20 cable channels experienced ratings drops in the first quarter in total day ratings 75% of the top 20 cable channels are losing viewership share Read the entire story here. here.