With the proliferation of new vehicles as entertainment options, multiple screens are cutting into the traditional lock that traditional TV has held on viewers. Artie Bulgrin, who was ESPN’s research chief for 21 years and recently joined MediaScience as EVP insights and strategy, suggests that television is clearly the best vehicle for brand building. But, “as television evolves with digital … gaps in knowledge about how to measure effectiveness are undermining advertisers’ confidence in the medium.”
Bulgrin makes the case that “standardized, cross-platform measurement is necessary to truly leverage and balance television’s value at the top and the bottom of the marketing funnel.” Nevertheless, the data demonstrate that companies gradually are increasing their investments in digital-video advertising, which is taking away investments in traditional TV advertising, he asserts.
Among his takeaways: Without relevant measures, television’s effectiveness will be limited for brand advertisers, and the overall future value of the medium will be jeopardized if it becomes too reliant on activation. Industry players should aim for transparency, measures that focus on total reach, and overcoming technology barriers.
Source: Bulgrin, A. (2019). Why Knowledge Gaps in Measurement Threaten the Value of Television Advertising. Journal of Advertising Research, 59(1), 9-13. Journal of Advertising Research.
Editor’s Note: A point of view from an industry icon.