TV Remains a Critical Advertising Platform, Says Report by Forbes Insights and Simulmedia

According to a new report by Forbes Insights, in association with Simulmedia, Not Your Father’s Television: How Advertising Retains Value in the Digital Era, television remains a critical advertising platform, despite the fragmenting media market.

In fact, four-fifths of the companies surveyed consider TV advertising a must-have: either as a key part of their branding strategy or as an adjunct to other marketing and advertising methods.

While TV advertising once meant only broadcast or cable seen on a television set, only a third of companies in this Forbes Insights/Simulmedia survey define television advertising that way now. Half consider TV advertising to be linear advertising (broadcast or cable) seen on any device, and a fifth think of it as any video on any device. This new normal challenges preconceived notions about TV viewing, yet brands still recognize that television remains a dependable means of delivering brand messaging.


“Television is a mature medium that’s evolving rapidly in the face of technological change,” says Bruce Rogers, Chief Insights Officer and Head of the CMO Practice at Forbes Media. And demonstrating ROI for TV ad spending remains a challenge.

“While marketers still struggle with how to truly prove TV’s impact, they are eager and ready to do so, as this report shows,” says Dave Morgan, Founder and CEO of Simulmedia. “And technology continues to make TV more accountable and provable every day.”

Several other key findings were uncovered in this report, including the fact that many brands say they prefer to target TV campaigns by audience profiles, over contextual placements. However, most also say they are not quite ready to embrace new, digital-type metrics when it comes to evaluating TV campaigns.

About this research
The data in this report is derived from a survey of 202 U.S.-based senior executives in a range of industries, conducted by Forbes Insights in fall 2015. All companies represented had at least $250 million in annual revenue; 45% had between $1 billion and $10 billion in revenue; 30% had $10 billion or more. Forbes Insights also interviewed several executives to add context to the findings.

About Forbes Insights
Forbes Insights is the strategic research and thought leadership practice of Forbes Media, publisher of Forbes magazine and, whose combined media properties reach nearly 75 million business decision makers worldwide on a monthly basis. Taking advantage of a proprietary database of senior-level executives in the Forbes community, Forbes Insights conducts research on a host of topics of interest to C-level executives, senior marketing professionals, small business owners and those who aspire to positions of leadership, as well as providing deep insights into issues and trends surrounding wealth creation and wealth management.

About Simulmedia
Simulmedia, Inc., a New York based marketing technology company founded in 2009, is the leader in driving guaranteed business outcomes for advertisers through traditional TV marketing. Simulmedia’s VAMOS platform is powered by the world’s largest database of information on what people watch and buy, combined with access to TV inventory that reaches 95% of U.S. TV households. Using its proprietary science and software, Simulmedia reaches specifically-defined audience segments on TV at massive scale, matches consumer purchase data to TV viewing data, and determines the actual sales impact of the advertiser’s TV campaign. The results Simulmedia delivers are guaranteed. For more information, go to or contact


Forbes Insights
Laura Daunis

Peter Giordano
VP, Marketing
(617) 710-0129

Download the report at

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