Guess Which Medium Is as Effective as Ever: TV†

Despite All That Ails the Toob, Marketers Can Still Reach the Audience They Are Looking for -- Even Web-Obsessed Youth

Advertising Age, February 23, 2009 — The drumbeat of doom for TV advertising has sounded for more than a decade — DVRs, channel surfing, fragmentation, clutter, the flight to digital media ... Jay Leno moving to prime time. Now the recession has even TV's most reliable moneybags of yore, such as Procter & Gamble and General Motors, yanking big wads of cash off the table.

Yet a funny thing is emerging from the smoldering ruins of what may be the ugliest quarter TV has ever encountered financially: a growing body of evidence which suggests not only that TV advertising still works, but that it may be working better than ever.