Why TV lacks engagement with marketers

Brian Carruthers

TV industry bodies produce reports showing how well television works, but it’s digital advertising that keeps growing and the reasons are not necessarily connected to its effectiveness, research for thinktv Canada suggests.

TV industry bodies around the world frequently produce studies showing how well television works – and in many cases works significantly better than digital advertising alternatives – yet it’s digital that keeps growing and taking money that might otherwise be spent on TV.

In an effort to understand why this might be, thinktv Canada commissioned research that explored marketers’ views and priorities around media strategy and execution, measurement and ROI, where they stood on digital versus television and what were their decision drivers.

With his background in anthropology, management consultant Carsten Knoch chose to focus on a small group, conducting...

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