This post was created in partnership with Marketing Architects

TV can still offer the best bang for your brand-building buck when it comes to broad reach. But what’s the point of trying to reach a mass audience at a time when hyper-targeting is all the rage?

During a Brandweek 2025 session co-hosted with Marketing Architects, marketing effectiveness consultant Dale Harrison and Angela Voss, CEO of Marketing Architects, gave the audience a crash course in TV advertising and the value of broad reach. From the poor ROI of hyper-targeting to misconceptions about CTV advertising costs, these two industry leaders crunched the numbers on TV campaign effectiveness.

TV marketing math

Harrison opened the discussion on why reach is an undervalued metric for TV advertising. “The level of ongoing r

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