Receipt
Filed August 30, 2026
The short version
Tom Rogers predicted on October 1, 2008: “In the next two to three years, the television industry is going to face a crisis more severe for it than our current financial crisis... Probably two thirds or more of the households advertisers care about reaching will be fast forwarding through television ads.” Verdict: Missed it. US TV advertising revenue kept growing…
Prediction by
Tom Rogers
On October 1, 2008
“In the next two to three years, the television industry is going to face a crisis more severe for it than our current financial crisis... Probably two thirds or more of the households advertisers care about reaching will be fast forwarding through television ads.”
Follow-up
US TV advertising revenue kept growing through the mid-2010s; the structural TV crisis arrived closer to a decade later with cord-cutting and streaming, not within the predicted 2-3 years. (Date shown is month-accurate.)
Original source
Wired (via Ad Age, ad conference in Florida)From the High Caliber AI network — see the AI for PR module in the course.