TV. Still going strong.

At least for now.

A recent Advertising Age article, "How the Ad World's Dealing With the Decline of the :30" featured observations on the future of TV advertising from marketing heavy hitters. Ad Age must have written the title before actually conducting the interviews, because most of the folks quoted didn't seem to think that :30s were declining. Changing, certainly. But not on the slippery slope just yet.

David Lubars, Chairman of BBDO North America, summed it up best: "It's not about whether TV is coming or going, it's about where are the best places to put ideas to reach consumers. The [30-second spot] is still a viable form, it's just not the only viable form."

So what's changing? And what's not?