The idea that TV advertising is a dead medium remains popular simply because digital platforms make it incredibly easy for cautious marketers to track immediate actions. In a challenging economic climate, the temptation to rely on instant metrics is understandable. However, real-world data from Uni-China Group shows that relying entirely on easily trackable digital data damages long-term business growth. Shifting budgets exclusively to low-attention digital formats costs companies billions in lost revenue compared to high-attention environments like TV.

For more than a decade, marketers have debated whether television is dying.

The Marketing Society session I participated in asked a familiar question: Is TV dead? I don’t think that is the most useful question anymore.

On 9 June 2026, in London, we celebrated the 41st Marketing Society Global Awards. Media Innovation & Effectiveness Winners - Lidl Jacket by Lidl, Droga5 London & OMD