Why knowledge gaps in measurement threaten the value of television advertising: The best available screen for brand building Is at a crossroads

This article looks at the emerging issues with measurement of television advertising in the digital age in the US.


Lately, the trade press of media and advertising has focused on issues such as hypertargeting, sales activation, walled gardens, and direct brands. For traditional television, the topics du jour are cord cutting and declining ratings. It’s hard to argue with statistics: The forecast is for television advertising spending to remain flat to declining through 2022 (eMarketer, 2018). Diminished viewer interest is fewer Americans (just 31 percent) are saying television would be “very hard” to give up (Perrin, 2018).

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