TV Is a Better Media Buy Than It Ever Has Been. Here's the Evidence.

In my December 17 column I pointed out three things: 1) Sight, sound and motion -- the characteristics of TV/video -- have always been presumed to have more advertising impact than media which depend on a single human sensory system, such as "Sight Alone" for static print, conventional outdoor and digital display ads; 2) For this reason, the sight, sound and motion media received about 58% of U.S. national ad dollars in the era from Don Draper through 1989, while "Sight Only" received around 27% (the other 15% was radio), and 3) Today, Standard Media Index and PwC show that we have shifted without apparently noticing it, with "Sight Only" static ads increasing their share +63%, and sight, sound and motion losing -23%. This is as a result of digital display having low CPM, ease of buying, addressability, interactivity and big data.