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TV advertising is still the giant megaphone for reaching the masses, and when you want to get a message out, TV is still really the most powerful means to do it. The way that people view and consume television has changed … but we believe the question is less about 'what has changed with television', and more about some of the other vehicles underlying issues.

A recent study by Turner Broadcasting, Horizon Media and MarketShare found that TV advertising effectiveness has remained steady during and outperforms digital and offline channels at driving key performance metrics like sales and new accounts. The study also showed that networks' premium digital video delivered higher than average returns when compared with short-form video content from nonpremium publishers.

Additional key findings:

  • MarketShare analyzed advertising performance across industry and media outlets like television, online display, paid search, print and radio advertising and found that TV has the highest efficiency at achieving key performance indicators, or KPIs, like sales and new accounts. When comparing performance at similar spending levels, TV averaged four times the sales lift of digital.
  • TV has maintained its effectiveness at driving advertiser KPIs over the last five years. In a study using data from a luxury automaker, TV was the only medium to maintain its effectiveness (a 1.5 percent decrease in five years) while the other advertising media—both online and offline—declined more than 10 percent.
  • TV marketers can optimize their spend by leveraging data sources, including high-frequency consumer interactions like website visits and inbound calls, to improve TV advertising performance.


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