For years now, many in the advertising world have been ringing the death knell for television. “TV is dying,” they say. “Nobody watches anymore.” “It’s all about digital now.”
But what if I told you that a lot of what’s been said about the value of TV is completely false?
That’s not my opinion — that’s the clear conclusion drawn from decades of rigorous data by marketing effectiveness expert Peter Field.
Peter is known for his work with Les Binet on effectiveness marketing, popularizing the now-famous “60/40 rule” (60% brand-building, 40% activation). He’s a tireless advocate for the power of reach, emotional storytelling, and long-term brand investment.
But one of Peter’s most passionate — and often overlooked — messages is this:
TV advertising is not only still effective — it’s more effective now than ever before.
The Case for TV: What the Data Tells Us
Peter Field doesn’t deal in gut feelings or hot takes. His work is grounded in data — thousands of campaigns tracked over decades through the IPA Databank. And the numbers paint a clear picture:
- TV delivers unmatched attention: In a world of skippable ads, banner blindness, and silent autoplay videos, TV still commands full-screen, full-sound, often co-viewed attention.
- TV offers scale and reach: Linear TV still reaches millions in one go. And now, connected TV and BVOD (broadcaster video-on-demand) allow precision layering on top of that reach.
- TV builds long-term memory structures: The combination of sight, sound, and story in a relaxed environment creates an ideal cocktail for brand-building.
- TV ads are becoming more efficient: Counterintuitive but true — as TV CPMs have been relatively stable and digital ad clutter has increased, the effectiveness per dollar of TV is rising.
Why This Matters for C-Level Leaders
If you’re leading a brand today, the pressure to chase short-term ROI is relentless. Performance marketing dashboards glow with attribution models, tempting you to pull dollars away from brand-building into ever-more trackable — and often diminishing — returns.
But here’s the cold, hard truth: without sustained brand-building, your activation efforts will hit a wall. You’ll get diminishing returns, increased price sensitivity, and shorter customer lifecycles.
TV, when used properly, is still the gold standard for brand-building. It amplifies creativity. It fuels fame. It adds scale to storytelling. It builds mental availability — the thing that matters most when a customer is ready to buy.
“TV Is Dead” Is Lazy Thinking
Smart marketers know not to mistake change for decline.
Yes, how people watch TV has evolved. Streaming. Time-shifting. Second screens.
But that doesn’t mean TV has lost its power — it means you have to get smarter about how you use it.
The most effective campaigns today are integrating traditional and digital — not choosing between them. TV acts as the tentpole for emotionally resonant, long-term stories that digital can then extend, retarget, and personalize.
Brand Fame Still Matters
Peter Field reminds us that fame is the most effective brand metric, and TV is the most reliable channel for generating it.
So the next time someone tells you that TV is outdated, remember:
The truth isn’t just on your side — it’s on Peter Field’s spreadsheets.
TV is underpriced. It’s the original storytelling machine. And it’s ready to work harder than ever for your brand.