Nielsen’s James Russo says in the current economic climate, consumers are uncertain and reluctant to spend. But some groups are making purchases, just very pragmatically. This means, he says, that opportunities are there, but marketers have to drill a little deeper and understand the dynamics of the marketplace. TV is still the No. 1 medium, with its reach and frequency. But consumers are simultaneously using social media to discuss their purchasing decision. TV had better get in on the conversation.