Measurement divides the industry
TV is consistently regarded as the most effective advertising channel bar none, whether you look at brand building, sales revenue or profitability.
The evidence of TV’s strength has been well-documented in driving both short and long term business objectives (The Long and Short of it, Les Binet and Peter Field), or when regarding the catalytic effect of cross channel performance (New Insights into Multiplatform TV, Accenture). Bottom line: TV works and works brilliantly.
But when it comes to the reality of day-to-day performance management and
