The Drum / November 13, 2024
TV 1.0 was a rather straightforward affair, says Jason Fairchild, chief exec and co-founder of tvScientific. Major brands wanted to reach large audiences, and all they needed to do was choose among a group of three to four networks and maybe 10 to 20 major programs.
That worked well for many decades until the “digital age” and the eventual rise of CTV and streaming, which led to the great cord-cutting revolution, resulting in the fragmentation of audiences and programming. This fundamentally changed TV 1.0 because, with ~50% of consumption happening on streaming services, brands could no longer reach their audiences on linear TV alone. This made TV more difficult to buy and more expensive relative to digital, with uncertain returns.
Meanwhile, digital outcome-based marketing skyrocketed past TV spending (~$300bn in Digital versus $70bn for TV in 2024), making TV 1.0 seem inefficient, with significant waste, and limited to the upper funnel in its impact. Advertisers looking to drive better return on ad spend (ROAS) migrated to social, search, and retail media, where ad spend could be held accountable to specific outcome measurements, including ROAS…
Read more: https://www.thedrum.com/opinion/2024/11/13/tv-20-driving-measurable-business-outcomes