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In Terms of ROI logo
In Terms of ROI logo

TV Is a Better Media Buy Than It Ever Has Been. Here's the Evidence.

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  • # advertising

  • # cost per impression

TV Is a Better Media Buy Than It Ever Has Been. Here's the Evidence.

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Bill Harvey

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In Terms of ROI

In my December 17 column I pointed out three things: 1) Sight, sound and motion -- the characteristics of TV/video -- have always been presumed to have more advertising impact than media which depend on a single human sensory system, such as "Sight Alone" for static print, conventional outdoor and digital display ads; 2) For this reason, the sight, sound and motion media received about 58% of U.S. national ad dollars in the era from Don Draper through 1989, while "Sight Only" received around 27% (the other 15% was radio), and 3) Today, Standard Media Index and PwC show that we have shifted without apparently noticing it, with "Sight Only" static ads increasing their share +63%, and sight, sound and motion losing -23%. This is as a result of digital display having low CPM, ease of buying, addressability, interactivity and big data.

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Bill Harvey

Bill Harvey, who has just won an Emmy® Award for his invention of set top box data, has spent over 35 years leading the way in media research with pioneer thinking in New Media, set top box data, optimizers, measurement standards, privacy standards, the … read more

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Home The People
The People

MediaVillage “The People” is where the advertising and media community comes to life. Explore the stories, beliefs, commitments, and passions that inspire and motivate the diverse people who work day-to-day advancing their personal growth and business success. Follow “The People” columnists and hosts to discover your community and connect with your people. Follow our social network @AdvDiversity

See All Channels
Advancing Diversity
Go to page
#Ask-GenZ
Go to page
Future of Men
Go to page
Legends & Leaders
Go to page
LGBT+ Advancing
Go to page
Shattering the Glass Ceiling
Go to page
The Age of Aging
Go to page
The Pool
Go to page
The Storytelling Revolution
Go to page
WomenAdvancing
Go to page
The Business
The Business

MediaVillage “The Business” is the industry Knowledge Exchange, where leaders share intelligence, insights, stories and experiences in a trusted journalistic environment. Search “The Business” at MeetingPrep.com for free on-demand access to professional learning. Scroll down to visit each dedicated B2B library where the industry’s knowledge is archived. Follow our social network @MediaVillageCom

Read member content
#

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The Thought Leaders
The Programming
The Programming

At MediaVillage “The Programming” we go behind the scenes with the talent in front of and behind the camera and microphone. Content is at the heart of the media and advertising business. Our columnists, critics and hosts take you behind the scenes in Hollywood, Bollywood, Brooklyn and Queens, YouTube, TikTok, the metaverse and everywhere content is created. Follow our social network @TVVideoDownload

See All Channels
#AndradeSays
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Behind the Scenes in Hollywood
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In the Loop
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Multicultural Media
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Music Notes
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