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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.

  • # television

  • # 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, 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 Knowledge Exchange
Knowledge Exchange

A B2B Solutions Marketplace, where you can search more than 15,000 original thought leadership commentaries, articles, white papers, podcasts and videos on all things media, marketing and advertising.

Read member content
#

Watch, Listen and Learn reflects our commitment to a robust educational program, particularly access to online learning tools, which are key in attracting and retaining quality employees and delivering knowledge to clients and prospects.

Go to page
#

Building an intersectional network of professionals, educators, non-profits to advance diversity in media, marketing and advertising.

Go to page
Watch, Listen & Learn
Watch, Listen & Learn

Watch, Listen and Learn reflects our commitment to a robust educational program, particularly access to online learning tools, which are key in attracting and retaining quality employees and delivering knowledge to clients and prospects.

See All Channels
Legends & Leaders
Go to page
The Pool
Go to page
Conversations with the Community
Go to page
The Storytelling Revolution
Go to page
View from the Grandstand
Go to page
In the Loop
Go to page
Multicultural TV
Go to page
The Update
Go to page
Advancing Diversity Podcast
Go to page
Advancing Diversity
Advancing Diversity Villages

Building an intersectional network of professionals, educators, non-profits to advance diversity in media, marketing and advertising.

See All Channels
Advancing Diversity
Go to page
WomenAdvancing
Go to page
LGBT+ Advancing
Go to page
The Pool
Go to page
From Advocacy to Activism
Go to page
Multicultural TV
Go to page
#Ask-GenZ
Go to page
The Age of Aging
Go to page
Future of Men
Go to page
Shattering the Glass Ceiling
Go to page
TV / Video Download
TV / Video Download

Behind-the-scenes in Hollywood. Exclusive interviews, reviews and insights.

See All Channels
#AndradeSays
Go to page
Behind the Scenes in Hollywood
Go to page
Ed Martin Report
Go to page
Shattering the Glass Ceiling
Go to page
Multicultural TV
Go to page
Upfronts/NewFronts
Go to page
TV / Video Download
Go to page
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