In another sign of the changing ad times, major advertisers are challenging the “Big Three” commercial networks (remember when there were only three –ABC, CBS and NBC?) over network integration fees. What used to be some of the accepted costs of running commercials are about to go the way of the dinosaur. Call it collateral damage in the drive for marketing ROI. Combine this with the recent study showing that advertisers see declining effectiveness in their TV advertising, and I start to wonder if anyone will notice when the switch from analog takes place next year.