While TV advertising once meant only broadcast or cable seen on a television set, only a third of companies in this Forbes Insights/Simulmedia survey define television advertising that way now. Half consider TV advertising to be linear advertising (broadcast or cable) seen on any device, and a fifth think of it as any video on any device. This new normal challenges preconceived notions about TV viewing, yet brands still recognize that television remains a dependable means of delivering brand messaging. However, in this new era, in which consumers often have a choice about whether or not to view ads, advertisers are more pressed than ever to demonstrate both value and a true return on investment for their ad spending.
The data in this report is derived from a survey of 202 U.S.-based senior executives in a range of industries, conducted by Forbes Insights in fall 2015. All companies represented had at least $250 million in annual revenue; 45% had between $1 billion and $10 billion in revenue; 30% had $10 billion or more. Forbes Insights also interviewed several executives to add context to the findings.
To download report CLICK HERE.
