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The Media Marketing Assessment (MMA), a unit of Synovate, stated that whilst there hasn't been a significant trend in the erosion of TV effectiveness, TV has in fact emerged as having improved it's effectiveness as an advertising medium. The MMA also has found a surprising spillover effect for TV in digital media: About a third of search queries for brands studied are driven by offline advertising, particularly TV - a higher proportion than that driven by online-display advertising. This finding was corroborated by other research highlighted by the article.
However, despite the improved effectiveness of TV since 1995, more than half of US advertisers (16 of 29) surveyed in the study still lost money by running their TV ads. Unsurprisingly, the reason attributed to successful campaigns rests solely on the quality of the creative thinking.
Via: AdAge