Finding the Way Forward: Brands on TV

Has the bloom faded on digital advertising? There are more brands on TV, showing increased TV ad spending over previous years. According to AdAge, Chipotle is running TV ads for the first time since 2012 in select local markets. The company has been increasing its promotional and marketing spending in the face of declining sales, with second-quarter spending at 4.3 percent of sales in 2016, up from 2.3 percent a year earlier. The recent presidential election is also a testament to the power of television. According to TheStreet, TV political ad spending in 2016 has broken all previous records. And BIA/Kelsey has been forecasting a general return to TV for ad spend.

But in a digitally hyped media atmosphere, one might still be tempted to ask: Why advertise brands on TV? The answer is simple: Among those working in the television marketplace, there’s arguably no stronger media platform for brands in terms of reach, accountability, measurability, and engagement than television.

Read the full article on the Videa blog.

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