With television advertising facing a new challenge from digital media, the industry is compelled once again—for the first time in 25 years—to tout TV effectiveness, this time with the help of new data analytics tools, reports Adweek.
It’s a common message to advertisers: If you want the biggest bang and reach for your buck, stick with television instead of shifting your ad dollars to digital, continued the report, which also stated:
“Following last week’s joint study that showed TV is the most effective advertising medium, today CBS joined the fight by presenting the findings of its own study. In cross-platform campaigns, TV soundly trumps digital in both spending and reach.
“Speaking at the Advertising Research Foundation’s Audience Measurement Conference in New York City today, David Poltrack, chief research officer, CBS, shared his network’s findings on the cross-platform dynamics of 315 brands’ TV and digital campaigns, based on Nielsen’s cross-platform ratings (XCR).
“Of those 315 brands that ran both digital and television campaigns on the system (including insurance, automotive and consumer packaged goods), the average target reach for the campaigns was 67 percent: 53 percent saw only television ads, 9 percent viewed both digital and television ads and just 5 percent saw digital ads only.”