"TV advertising cheaper than at any point in 20 years"

This is a quote from Screen Digest, a media analysts company covering global media developments. Their perspective of television advertising expenditures is negative: although TV audiences are still growing, revenues are falling because demand is flat. ITV in the UK and TF1 in France are projecting a 3% drop in revenues for this year, and also Spanish broadcasters Telecinco and Antena3 show a sharp decline. Screen Digest is expecting this month to show the strong effects of the recession.
With all the research available on the lack of attention to television advertising, it is still striking to notice that marketers continue to invest in a medium that has lost its original impact.