TV's still the screen we watch the most

There is a lot of talk about the demise of television;  true, the landscape is much more fragmented, but television's still the scale platform.  If you want to reach a lot of people in the shortest period of time, television is best equipped to deliver - hands down.  It's always prudent to consider an integrated approach:  digital targets better than television (or any other scale medium) can.  The campaign and communication needs to work together:  television can drive traffic to a response, whether it's a web click, telephone call, app download, or whatever you're considering "success."  And, be sure you think about - in detail - what "success" really is.  While it usually comes down to revenue generation, there may be interim steps to be taken in order to build that relationship and earn that revenue.  

Platform usage differs a bit based on age, but directionally, it's consistent.  Here's the latest report from Nielsen on the topic.

Source:  Nielsen,  Comparable Metrics Report, Q1 2016

Source:  Nielsen, Comparable Metrics Report, Q1 2016

What's effective?

As integrated marketers, we're constantly being asked, "what's the most effective medium?"  While we'd argue that it's not simply the platform anymore, we're particularly intrigued at how well television commercials show on this list.  This provides fact-based evidence that television has the ability to drive efficient scale to digital's ability to deliver granular targeting.  It's not necessarily a siloed "either-or" proposition.  We're also really intrigued by the strong showing of relative newcomers - Periscope, Snapchat and Instagram.

The death of traditional media has been greatly exaggerated (even among young people)

It seems like we're hearing that "no one watches TV anymore."  And, despite all the recent discussion about cord-cutting, this recent data, profiling device use habits of kids and teens, shows otherwise.  Granted, teens' use of the laptop/computer as the "main screen" increases after about age 15, but TV is still the big kahuna.  Moral of the story?  Use the mass media to drive scale to your more granular digital targeting activity.