My friend, Chas Kutchinsky, at iBox (http://www.iboxfilms.com/), and I recently discussed this very issue, that TV and in fact traditional marketing and traditional marketing venues are evolving as a result of new consumer behaviors created by new technologies and here's a recent example highlighted in Shelly Palmer's MediaBytes.
Nielsen is reporting that nearly 40 million Americans watched the Inauguration of President Barack Obama on television. While the largest television audience recorded during an inauguration came for Ronald Reagan in 1981 (41.8 million viewers), a pure TV rating is hardly accurate in measuring the event. The figure does not take into account online video, which drew millions of Americans, many of whom were at work.
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