May 26, 2021
By Nicole Bitette
Industry execs explain why advertising via the TV screen is still the most successful way to reach consumers.
As devices get smaller, the power of the larger TV device—or TV glass—still remains the most successful way for advertisers to reach their intended audience. According to a 2021 study on “The Power of TV” carried out by ViacomCBS’ Ad Sales Research & Insights team, advertising on TV outperforms ads on social media: twice as many people accept ads on TV vs. Instagram or Facebook.
Danielle DeLauro, EVP of the Video Advertising Bureau [VAB], says her organization has seen 75% of premium ads viewed on a large screen.
“When viewers watch on the TV glass, they’re more engaged. They’re more immersed in the content,” DeLauro says. “TV is still the center place of a home. Of all the options out there to watch digital video, whether it’s mobile, on a computer or desktop, CTV [connected tv] has really taken off.”
"TV is the most trusted place for advertising."
Sarah Dell'Aquila Real
Senior director, ad sales research & insights, ViacomCBS
"TV doesn't just play that one role of awareness and brand building. It could play every role in the marketing funnel, all the way down to conversion."
SVP, advanced advertising, addressable, and ad sales research & insights, ViacomCBS
"There is a direct correlation between advertising on television and a company’s revenue and profitability."
EVP, Video Advertising Bureau