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State of the Screens

TV Advertising Has A Marketing Problem

By February 12, 2018No Comments

Excellent commentary from Dave Morgan on the differences between the perceived and actual challenges facing TV advertising.

Interesting stat. There are more minutes of video advertising delivered daily from TV during Judge Judy than all of YouTube across all of America every day.

The math. Judge Judy has roughly 10M average viewers watching 8 minutes of ads every day. That is 80M minutes of advertising every day from a single 30-minute show!

No broadband. There are 90M people that have zero home broadband internet access and are unable to receive digital video advertising.

% of homes without broadband according to Pew:
1) 18–29: 23%
2) 30–49: 19%
3) 50–64: 25%
65+: 49%

The answer. TV may have the scale and digital may have the growth, but smart brands are planning/buying these together and taking advantage of the strengths of each.

Local video advertising is projected to increase to $37B by 2022.

Local video ad spend in 2022 (% of total):
1) Television: $29.8B (80%)
2) Digital: $5.3B (14%)
3) Other: $2.0B (6%)

More. Legacy Media Companies Are Leading the Charge in Advanced TV

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.