Name: TV Commercials Won't Die Anytime Soon
Uploaded: 2017-01-05
Duration: 3 min 28 s

It seems like the big theme lately has been, TV is not dead. And it's not dying any time soon. I wonder what your strategy around that is? What your take is on that? I need one, go ahead. [ INAUDIBLE ] talk [ INAUDIBLE ] cuz we obviously do a lot of TV and TV has been a big part of our past but. For us it's a lot now that live TV. So when you think about DNFL or the World Cup or the Olympics. All of which we are sponsors of. That's where we spend a lot of our TV money, a lot of the rest of our money is spent on digital and other. Other areas of focus. And you're shifting that budget. Yeah. Yeah I think it's a balance. TV, I think at least in the forseeable future, will always have a place in big brands media mixes. Last year in the media landscape you saw money actually move back into TV into some of the premium inventory of sports and other And what's driving that? Well, I think it's being driven by the fact that the measurement in, first of all there's a decay curve in digital advertising. There's only so much inventory. And so I think that what happens is The ability to measure in digital and the ability to measure in TV, they both have their problems. And they both need to evolve. TV is actually inching forward. What Neilson is doing is with the total adjustment market is an interesting evolution and one that's very much needed. In digital advertising, you have third- party verification problems. And I think that big brands need to have a balance. And so I think that that's some of what drove dollars back into TV. And I think it's probably not quite as hot this year, but again, I think for big brands you need to have both. Can I ask all three of you. Go ahead, yeah. Can I just add one thing? I've read something this morning, actually on the flight here, that the 50 biggest- audience television programs in 2016 were all live. And of that, 28 of them were NFL- related There were the debates were in there obviously, the Academy Awards, the Olympics obviously. And then the highest non- live event was an NCIS episode which was number 76. I might not have that exactly right but I'm close. Well, I'll say I didn't articulate that I'm a big believer in TV. And so, just for the record and we do buy TV and we have, we have partnered in due co- marketing that exist in TV but I'm a big believer in the MYX. And I think TV is a core component of the MYX But I, I don't think that it is in, in of itself. The only means for connecting with an audience or telling a story. Clearly I don't coz I just told you story that creating VR. But I think that, that TV has. A core kind of anchoring purpose in a overall media mix. And yet I think digital brands in many ways more than it ever has before, I think digital is a brand channel.