TV media planning enters new era as agencies innovate with measurement

Thinkbox, the UK’s television advertising body, and Ebiquity, the consultancy, debate the evolving role of TV as a deliverer of brand profitability, and what this means for media strategists.

It was the haymaker that no one saw coming. After numerous friendly encounters, including 2018’s ‘Profit Ability’ report, which argued that television has a 40% advantage over other channels in delivering ROI, Thinkbox and Ebiquity unexpectedly came to blows earlier this year after the latter’s strident assertion that “TV is dead”.

The line, used in jest to open the consultancy’s ‘TV at the Tipping Point’ study, released in February, hinted at its more serious claim that television media is losing ground with audiences of all ages, and is in danger of relinquishing its crown as the channel most...

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