If you and your agencies are still relying on TV to get the message out you have in my best pulled out of my ass estimate 2 years to get your shit together. Why because changes in technology are going to make your campaign even less effective then it is today. If you rely on interrupting your consumers favourite shows to get your message across versus creating content that your consumer wants to watch, engage with or learn from you and your brand message will soon disappear.
For the sake of post-length I will skip over all of the talk about how in 10 years an entire generation going to be the 24-34 year olds that are used to turning to the web for entertainment first and TV second or lower. Add to this that TV itself is changing as the web has rocked the boat of content creation and put control, creation and choice in the hands of the consumer not the big networks.
Goodbye Cable box. Hello Google TV (as soon as I can get my hands on it).