The Death of TV Advertising?

The Media Guardian has another great report on the future of advertising and traditional TV doesn't look likely to have a very big place within it. It discusses all the reasons for TV advertising decreasing effectiveness. These include the fact that under 25s are spending more time on the internet than watching TV and the increasing popularity of PVRs (TiVO and Sky+), which allow you to skip the ads and just watch your programme. However, TV is fighting back. KFC have launched an ad that encourages viewers with PVRs to slow down rather than fast forward ads. If they do so they get to see special offers others can't. Will this work? Is it a Sisyphean effort (look up Sisyphus)? You decide.... Go and read the article, it's really comprehensive and is structured almost like an exam essay should be.