Media Planning Toolkit: Planning TV
Tony ReganBrand Performance
This month's Media Planning Toolkit explains how TV is transforming and thriving, but the transitions and restructures are not yet complete, and the future of TV as an advertising medium looks secure but by no means risk-free.
It's difficult now to imagine any credibility being given a decade or so ago to the doomsayer predictions being made about the forthcoming death of TV.
Television is now triumphantly in place at the centre of the paid, owned, earned communications ecosystem; deemed highly effective by awards juries and econometricians; validated by analysis of...