Television's holy grail moment: Closing the loop on linear television advertising, from impression to impact

Peter Giordano

This article argues that contrary to the view that TV advertising is in irreversible decline, there is in fact great potential if marketers can adapt to new technology and use data to find the right consumers.

Television's holy grail moment: Closing the loop on linear television advertising, from impression to impact

Peter Giordano

To set the stage, some facts and figures about television: Kantar Media puts 2015 television ad spend at $70 billion. According to Nielsen, the average adult watches 36 hours of TV per week, and Millennials spend as much time watching television as they do using all digital devices combined. Still, when one starts entering the phrase "Is TV advertising …" into a Google search, the suggested autocompletes are "still effective," "dead," and "dying."

Why are the prevailing opinions of television and the reality...

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