The impact on Marketers is a need to show their value to the organisation with metrics and campaign measurement, systemic benchmarking against competitors. Changes in attitude towards media are now more prevalent. Consumers will switch service providers on the Internet, surf a plethora of digital TV channels, search the Web. The pace of media change is moving increasingly quickly.
The recent increase in media channels has provided advertisers with an increase in commercial viewing. According to John Billett speaking at the Marketing Forum in 1999, commercial TV viewing has doubled in the last thirty years (as has commercial radio). As the population becomes more 28 mobile, more opportunities in outdoor advertising have developed. Cinema has recovered spectacularly while there has been a major decline in daily newspaper exposure - there are now 12 million fewer readers than there were twenty years ago. Only 60% of people read a paper today. Magazine readership is also down - 30% compared to twenty years ago. There has also been a decline in football pools and bingo.