TV strategy: The capricious TV viewer
David BrennanMedia Native
TV strategy
This article is part of a collection of pieces on perfecting TV advertising strategy. Read more.
TV viewing behaviour is often mercurial and unpredictable, but the decision-making process behind it can be highly structured and efficient. We are finally getting the tools to really understand the mental and environmental influences behind those decisions.
If this article had been written just 25 years ago, it might have qualified as the shortest article in Admap'shistory. The selection hierarchy behind our viewing decisions would have consisted of...