COMMENTARY BY DAVE MORGAN

The Internet Can’t Fix TV’s Reach Problem

TV advertising has a growing reach problem caused by accelerating audience fragmentation. Over the past 15 years, the average reach of national TV campaigns has dropped by 20% and individual spots by 80%, in spite of TV viewing being at an all time high. Apparently, there is a not-so-insignificant school of thought in the media industry that reach on TV doesn’t matter so much anymore. I disagree. Ad reach on TV matters now more than ever. Agencies, clients and networks alike should all care. Here are five good reasons why: