According to new research from Nielsen and Kantar Media, nationwide US television advertising campaigns are falling short in reaching a majority of their target audiences.
These new findings provide further evidence that TV is a questionable medium for reaching broad audiences and will most likely affect budget allocations across the media business in the near future.
“When you are sitting fat and happy, there is not a lot of impetus to make a change,” said David Cohen, global chief media officer at Interpublic’s Universal McCann, whose clients include Coca-Cola, MasterCard, Sony and Microsoft.
“But I am fairly certain that whether we like it or not, the horse is out of the stable.”
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