Why Read This
The death knell of TV advertising's rule over the marketing landscape has often been rung as digital media's reach, effectiveness, and measurability have grown. But the fall 2011 TV upfronts indicate that demand for TV advertising is robust, with signs that TV ad sellers are embracing, rather than eschewing, digital as part of their offer. Why do that? Because media sellers and buyers see consumers changing their viewing habits to incorporate online and over-the-top video in addition to broadcast and cable. To stay connected with their consumers, marketers must get off the couch and reach consumers through and beyond linear TV programming.