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Summary
Television, hands down, is still the best screen for brand building, viewership and other data show—despite the proliferation of media and entertainment options. But, as television evolves with digital, “gaps in knowledge about how to measure effectiveness are undermining advertisers’ confidence in the medium,” Artie Bulgrin warns, as he underscores the importance of standardized, cross-platform measures.
“The rapid increase in new platforms and modes of viewing has complicated the medium of television in three areas,” Bulgrin observed:
- Widening gaps in knowledge related to measurement
- Eroding traditional television audiences—particularly younger viewers
- The rise of analytics enabling targeting and addressability of advertising
Among Bulgrin’s takeaways:
- Standardized, cross-platform measurement is necessary to truly leverage and balance television’s value at the top and the bottom of the marketing funnel.
- 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.
Artie Bulgrin is EVP, Insights and Strategy at MediaScience, Inc., a consumer neuroscience-focused research firm. Previously, he served as SVP, Global Research and Analytics at ESPN, for 21 years, and also held positions at ABC-TV and Nielsen Media Research, where he started his career in 1981. A recipient of the Advertising Research Foundation (ARF) Lifetime Achievement award, Bulgrin is a former chairman of both the ARF and Media Ratings Council.