Many companies have turned to viral marketing campaigns because of the widespread popularity of the internet and cell phones. Television viewing has dropped, and so companies are looking for new ways to advertise their products and services to a changing generation of viewers. The idea behind a viral marketing campaign is to create buzz around an ad, a website, a game, a video, etc., and to get viewers to pass the message along to their friends and other members of the target customer base. The message could be sent by word of mouth, email, cell phone, social networking site, internet blogs, or instant messenger. In this way, the advert spreads like a virus, by the target audience to other members of the target audience.