What Brands Can Do With Search Until TV Provides Better Measurement

Here's why search has the best option versus broadcast—for now

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Measurability is at the heart of TV’s problem. Getty Images

Broadcast TV has a long, documented list of problems. Ratings have been in slow decline year after year for at least a decade. That slow fall off has accelerated since the beginning of the pandemic, as the ongoing shift in viewership habits towards streaming has rapidly grown

Brian Sheehan is a professor of advertising at Syracuse University and is a member of our Adweek Academic Council.