Advertising on interactive TV will only account for 7 per cent of
US advertising by 2005, even though 44 per cent of TV-based shopping
will be through interactive TV, according to Jupiter Media Metrix.
Advertising revenue on interactive TV will be pounds 3.2 billion. A
senior analyst at Jupiter cited advertisers' distrust of the seeming
ineffectiveness of internet advertising and the lack of a common
national interactive TV technology platform.