Quotable Quotes
Quotes from influential people and organizations in support of using television advertising. 
Past quotes

"Good advertising can enrich people, it can inspire them and I regard advertising as a noble profession. If there's a better way to showcase to people what your brand has to offer, explain the benefits and ways to get the product/service, I haven't experienced it. Nobody has."

--Uwe Hook, CEO and Co-Founder of BatesHook, Inc.
MediaBizBloggers | December 9, 2010 "Advertising in the 21st Century"

"In order to be successful holiday ads need to create broad demographic appeal. We see this effect with the Coca-cola "Snow Globe" ad; every demographic group likes this ad."

--Peter Daboll, Ace Metrix CEO
RBR/TVBR | December 8, 2010 "Top Holiday TV ads ranked, with Coca-Cola on top"

"The networks are starting to get the respect they deserve, finally. I think the argument that television is the old medium has been refuted pretty well."

--Les Moonves, CBS Corp. CEO
RBR.TVBR | December 8, 2010 "Les Moonves: Television upfront to be stronger next year"

"Despite all the other viewing options, most people still like watching TV at home on a TV set."

--Steve Sternberg, longtime television research analyst who authors The Sternberg Report.
The New York Times | December 6, 2010 "Still Counting on the Power of Television"

An ESPN study found that " of the 0.11% of households who did cut the cord " they were mainly middle-aged, middle-income households and persons who are light or non-streamers.

"In short, cord cutters are more likely to be recession-challenged householders making hard choices about their expenses."

--ESPN study
RBR/TVBR | December 6, 2010 "Two studies see little impact from cord-cutting"

Why advertise in the Super Bowl?

"We"re in the window of our biggest launch period in history and the Super Bowl gives us the stage to make that big impact."

--Stacy Morris, BMW marketing communications manager
brandchannel | December 3, 2010 "BMW Throws Deep Ball with Super Bowl Return"

"Will video eat TV? Probably not. You want to watch different things online than you do on TV. These two media work together really amazingly. We see video as a complement rather a replacement."

--Bryan Segal, VP, ComScore
Media in Canada | December 1, 2010 "Branded entertainment gets a boost" (subscription required)

"The young adult population clearly has an appetite for accessing their regularly watched shows and are willing to pay for that access."

--Brian Cruikshank, EVP at Ipsos
Online Video Daily | Novmeber 30, 2010 "Young Video Viewers Will Pay for Their Online TV"

"As new video viewing platforms such as instant streaming and mobile apps proliferate, consumers are simply adding them to their portfolio of video viewing options....At least at this point it appears that traditional subscription services and alternative viewing platforms can coexist with services like TV Everywhere locking in revenues for traditional providers."

--Maryann Baldwin, vice president of Magid Media Futures
Broadcasting & Cable | November 30, 2010 "Magid Study Finds Little Cord Cutting"

"TV and digital media really need to work in tandem."

--Avery Baker, Tommy Hilfiger executive-vice president of global marketing
Financial Post | November 24, 2010 "FP Marketing: Tommy Hilfiger goes back to TV ads"

Online makegoods given for on-air TV shows

"It's within the programming you're buying on the network, so there's an advantage there."

"...chances are your mix of programs online may be better than on-air. That's because clients are often required to buy lower rated shows on the network for the opportunity to buy more popular programs."

--Senior buyer at a major New York-based media shop
Adweek | November 19, 2010 "Fox Offers On-Air Make Goods Online"

"No matter how many times the industry tries to cram web+TV down our throats, the masses just don"t swallow. That"s probably because when we sit down at the TV, we want to be passive, with brains turned off, and when we surf the web, we"re in a different mind-set: more active, more directed."

--David Pogue, personal-tech columnist for The New York Times
The New York Times | November 17, 2010 "Google TV, Usability Not Included"

"This is demographic dynasty. If you don't have a strategy for making your product relevant to 50-plus consumers, you will have a very rough time over the next 20 years."

--Matt Thornhill, 50, founder of The Boomer Project, a specialty research firm
USA Today | November 16, 2010 "Big-spending Boomers bend rules of marketing"

--Char Beales, CTAM president and CEO
MediaDailyNews | November 15, 2010 "Internet Or TV: Americans Are Watching Mega-TV"

"TV's faring quite well. Anyone who [touted] the demise of TV was quite premature. If anything, what TV is doing is shifting and innovating. And even if you look at the digital world, one of the things that is pretty fascinating is there's a fairly heavy multitasking going on. People watching TV are also on the internet and texting and so forth. That actually provides an opportunity, because if you can get some simultaneous or even somewhat different content going at the same time, you see a bigger boost in engagement on your brands."

---Marc Pritchard, global marketing and brand building officer for P&G
Broadcasting & Cable | November 15, 2010 "At P&G, Content Is Still King"

Cord cutters:

"The reality is it"s someone who"s 40 years old and poor and settling for a dog"s breakfast of Netflix and short-form video."

--Craig Moffett, an analyst at Sanford C. Bernstein & Company

The New York Times | October 27, 2010 "Comcast Loses More Subscribers Than Expected, but Its Earnings Top Estimates"

--Dan Hill, president of Sensory Logic
MarketingDaily | November 10, 2010 "Leading With Price Will Kill Your Advertising"

"A renewed confidence in the fundamental strengths of the media business is translating into a rediscovery of the values inherent in television media, radio, out-of-home and, to a lesser extent, print media. In the great recession of 2009, marketers once again learned the importance to their bottom lines of advertising and gained a renewed respect for its impact."

--Jack Myers, media economist and chairman of Media Advisory Group
JackMyersThinkTank | November 9, 2010 "Media's Beachfront Property Values are Growing Again as Digital Pennies Become Digital Dollars"

"Research studies consistently demonstrate that television is the most persuasive ad medium, and local broadcast television has the strongest connection with communities.  As Mobile DTV rolls out, local television will provide the added benefit of being the most portable and personal media connection to consumers."

--Abby Auerbach, TVB US EVP/chief marketing officer
RBR/TVBR | November 8, 2010 "TVB, OMVC PSA case study shows viability for mobile ads"

"TV's are in literally every home, with sound and picture quality improving every year and the opportunity to stimulate eyes, ears and minds has never had more potential."

--Lee Abrams, former Tribune Chief Innovation Officer
RBR/TVBR | October 29, 2010 "Evolving TV News"

"People are still watching huge amounts of TV, that's not going away. It's just changing."

--Kevin Slavin, co-founder of Area/Code and CCO and co-founder of Starling
Media In Canada | October 14, 2010 "The new promise of TV: Atomic 2010"

"TV particularly stimulates the Hippocampus (the area associated with long-term memory) and the Amygdala (emotions and feelings). In fact, viewing TV ads together heightens emotions and when we are, as the psychologists put it, emotionally aroused our memories are more vivid. These heightened emotions pave the way for interaction; the more we talk, the more we remember."

--Excerpt from TV Together: a very social medium
Thinkbox 2010 | "TV Together: a very social medium" (registration required)

"The beauty of TV and radio advertising is that when your spot is running, you own the channel. You have someone's undivided intention. They have to take a physical action to avoid your message."

--Vinny Minchillo is chief creative officer of Scott Howell & Company, Dallas
Advertising Age | November 1, 2010 "What Internet Election? Why Online Advertising Didn't Matter in 2010"

"While social media has definitely changed marketing, it has flopped as advertising. "

"When it comes to advertising, it's always been about the content and the audience.  No wonder, then, that we are seeing a flight to quality content."

--Ashkan Karbasfrooshan, CEO of WatchMojo.com, a producer of premium video content
Online Video Insider | November 1, 2010 "Will Video Help Portals Restore Old Glory?"

"It used to be that the most valuable thing on the planet was time, and now the most valuable thing on the planet is attention."

--John Greening, associate professor at Northwestern University's journalism school and a former executive vice president at ad agency DDB Chicago
TVNewsCheck | October 27, 2010 "TV Spots Shrink To Match Attention Spans"

"When programming connects with viewers it offers unparalleled levels of engagement. Networks with strong brand identities"ESPN or the Discovery Channel, for example"are able to program to a very specific voice, allowing advertisers to reach targeted consumers in a way most media cannot. This helps explain why TV was also one of the most resilient advertising media during the downturn, and has been one of the strongest coming out of it."

--Jeff Bewkes, Chariman and CEO of Time Warner Inc.
The Wall Street Journal | October 6, 2010 "The Coming Golden Age of Television"

"Granted, the internet is an amazing thing. But if you want to move numbers in an election, you gotta talk to the king. Television. Long live the king."

--Vinny Minchillo is chief creative officer of Scott Howell & Company, Dallas
Advertising Age | November 1, 2010 "What Internet Election? Why Online Advertising Didn't Matter In 2010"

15-second commercials:

"When things are working that fast, you can't tell yourself, 'No, I'm not going to think about that.' Your brain lights up so you don't have a choice."

--Deborah Mitchell, executive director of the Center for Brand and Product Management at the University of Wisconsin
Online Media Daily | October 29, 2010 "15 Seconds That Piss Me Off"

"Television delivers a mass audience in a short amount of time and you don't have that same assurance with the internet."

"Internet ads are easy to ignore: All you have to do is click."

--Wayne Johnson, president of Wayne Johnson Agency in Sacramento, which advises Republican candidates
LA Times | October 29, 2010 "TV still the favored medium for political ad spending"

Content is king:

"Google TV, however, needs television content for its future more than TV needs Google."

--Michael Kokernak, founder of Backchannelmedia
RBR/TVBR | October 28, 2010 "Google TV is No Short-Term Play"

"Years ago DVR was going to be "the end of our business' and now DVR is our friend...if I get 6 million more viewers from a DVR, that's a friendly relationship. [New technology] is a way to enhance what we're doing."

--Nina Tassler, CBS Entertainment President
Broadcasting & Cable | October 26, 2010 "Network Chiefs Tout Staying Power of Broadcast"

The internet came and we kept watching TV, and advertisers know it.

Television retains its power to pull audiences together, ''maybe the future of television lies in, well, television.''

--Kim Williams, Foxtel's chief executive
The Sydney Morning Herald | October 23, 2010 "Behold the new golden age of TV"

"There is still plenty to object to on primetime TV, and mass entertainment remains largely disposable and insubstantial, but television, among other forms of pop culture, has become increasingly hard to write off as a meaningless diversion."

--Jeremy Freed, Editor of Sharp
Sharp Magazine | November 2010 "In Defense of the Idiot Box"

"The first take away from the study, dubbed ESPN XP, was that multiple platforms don't cannibalize TV viewing. In fact, the more platforms consumers used, the more TV they watched on average."

--Glenn Enoch, vice president integrated media research, at ESPN
Broadcasting & Cable | October 19, 2010 "CTAM Summit: ESPN's World Cup Multiplatform Usage Runneth Over"

"When it comes to purchases beyond the essentials, such as food and clothing, 50+ consumers continue to prove that they're the most reliable spenders during tough economic times."

--Mark Bradbury, research director for AARP Media Sales
Engage:Boomers | October 18, 2010 "Boom(er) Or Bust Holiday Season"

"TV is a medium, the internet is not; it is a fantastic technology that enables a variety of activities, from banking to shopping to email to TV to radio to newspapers and all things in between. It would be like naming everything that uses print technology - from posters, door drops and catalogues to directories, magazines, DM and newspapers, not to mention phenomena like books, leaflets, or letters " a single medium."

--Tess Alps, CEO of Thinkbox
The Thinkbox Blog | October 12, 2010 "The good news: TV won't ever 'overtake' the internet"

"2010 is turning out to be a bit of a better year than we expected for broadcast television. Overall, we are seeing no significant declines in any of the major ad categories, and broadcast advertising is going to continue to be quite significant in 2011."

--Matthew Lieberman, director, PricewaterhouseCoopers
Mediaweek | September 26, 2010 "Media Outlook 2011: Broadcast TV"

"TV advertising and most forms of internet advertising are genuinely not in competition. Search " by some margin the biggest medium within the internet sector - and email marketing do completely different things for advertisers and are wholly complementary to TV."

--Tess Alps, CEO of Thinkbox
The Thinkbox Blog | October 12, 2010 "The good news: TV won't ever 'overtake' the internet"

"The broadcast model isn't broken. It's an important part of the ecosystem."

--Garth Ancier, a former executive at NBC, Fox and the WB
The Wall Street Journal | October 15, 2010 "TV's Alternate Universe" (subscription may be required)

Advertisers can"t afford to lose market share by cutting back on advertising, no matter how dire the economic landscape. "Even though the recovery is slow, it"s real enough where advertisers feel they have to be well-positioned with consumers for when the turnaround comes."

--Dave Poltrack, evp and chief research officer at CBS
Mediaweek | September 26, 2010 "Media Outlook 2011: Broadcast TV"

"With TV, you have upfronts and a couple of phone calls, and you're ready to go. Online is not quite there yet."

--Carol Bartz, Yahoo CEO
Adweek | September 22, 2010 "Yahoo CEO: 'Our Real Competitor Is TV"

"The first job of advertising is to get itself noticed, the second job is to be remembered."

--Dan Hill, president of Sensory Logic
MediaPost Marketing | September 17, 2010 "How To Create Truly Memorable Commercials"

"TV again is the primary [medium] people go to -- it's natural."

--Rob Friedman, co-chairman/CEO of Summit Entertainment
MediaDailyNews | October 6, 2010 "Film Markets Favor TV, But Costs Continue To Rise"

"If you need to generate a ton of awareness and sales in the near-term for a low-interest product, it's still hard to beat TV for reach, impact and scalability. So it's really hard to justify experimenting with new stuff until you've made the most of the proven stuff."

--Tom Cunniff, VP Director of Interactive Communications at Combe Incorporated
MediaBizBloggers | October 6, 2010 "Five Reasons CPG Marketers Don't Chase Digital Innovation"

"Television is emerging as the dominant medium of the digital age."

--Jeff Bewkes, chairman and chief executive of Time Warner Inc.
The Wall Street Journal | October 6, 2010 "The Coming Golden Age of Television" (subscription may be required)

Even in a recessionary economy, the immediate, mass reach of broadcast TV is key to getting marketers" messages out to consumers.

"Broadcast television is working for clients. And it"s not just being used for reach. It"s meeting clients" objectives and moving their products."

--Jackie Kulesza, senior vp, broadcast activation director at Starcom
Mediaweek | September 26, 2010 "Media Outlook 2011: Broadcast TV"

"Television"s ability to build brands by surrounding adverts with gripping content is unsurpassed."

--Excerpt from recent Economist article
The Economist | September 30, 2010 "The box rocks"

"Broadcast networks are still the biggest -- and more glamorous -- promotional and advertising vehicles around."

"CBS' CSI franchise wouldn't be a $1 billion global franchise if it weren't for the original airing of shows in the U.S."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | September 28, 2010 "Broadcast Networks In The 'Negative' Still Looking For Quality"

"TV still thrives for many reasons. But one advantage stands out: TV is easy for marketers to comprehend and buy."

--Carol Bartz, chief executive officer of Yahoo
TVWatch | September 27, 2010 "TV As Mature Business Executive; The Internet, A Pimply, Promising Teenager"

"[The marketing model] said if we shift dollars away from inserts to television, we would generate a pretty good lift in revenue and related profits. When you have big budgets like we do, a 5% to 10% improvement is a big deal."

--Drew Panayiotou, senior VP-U.S. marketing at Best Buy
Advertising Age | September 27, 2010 "This Christmas, Best Buy Betting on Power of TV to Sell TVs"

"The web broadly, and social media particularly, has become the 'water cooler' for modern TV."

--Dave Morgan, CEO of media marketing firm Simulmedia
The Hollywood Reporter | September 20, 2010 "CBS taps Yahoo to promote fall premieres"

"I really don"t understand a planner who waits two months and pays 30% more for their advertising."

--Les Moonves, CBS Corporation CEO
RBR/TVBR | September 22, 2010 "Moonves bullish on CBS pacings"

Contagious Advertising:

"What makes such campaigns so contagious, and encourages us to share them with others, is that they capture our imagination. This is why non-verbal measures, ...seem to pick up the intangible and non-rational capacity of some advertising to 'create a fire' under their brand."

--David Penn, Conquest Research
Admap | September 2010 "Advertising can be contagious" (subscription required)

Election Advertising:

"Perhaps the biggest factor holding back digital spending is political consultants" love affair with TV, which gets two of every three dollars spent in this arena. TV has a long track record of getting people elected, particularly in local congressional races, where a candidate might be running for the 10th or 11th term."

--Kip Cassino, Borrell"s vp of research
Mediaweek | September 19, 2010 "Digital Spend in Midterm Elections Trumped by TV"

"There are two keys to brand longevity. The brand must receive sustained marketing support. And then it must evolve and grow to reflect changing market conditions."

--Les Binet and Sarah Carter of DDB
Admap | September 2010 "Kiss of Death" (subscription required)

"Audiences still like watching on their TV screens. In fact, all other things being equal, audiences prefer the TV to the online experience across most genres of content, including Drama and Comedy, Sports and News & Information. When compared with online video, television consistently rates higher in both sound and picture quality, as well as in timeliness and overall viewing experience."

--Tania Yuki, Senior Director of Cross Media and Video insights
ComScore | August 2010 "How Advertising for Original Scripted TV Programming Works Online"

"Television is still the way to go, in a careful combination with the internet and other advertising. Everybody wants to say television is yesterday"s medium, but it still blows all other media away."

--Adam Armbruster, partner at Red Bank, N.J.-based Eckstein, Summers, Armbruster & Co.
TVNewsCheck | September 14, 2010 "TVB, NAB To Focus On Sales Outlook, Ideas"

"The companies that live and die by their advertising are stretching their budgets with 15s... It's an awfully short form for creatives to work with. If it devolves into simply reminder advertising, you're not building brands. You need to bring emotion and news value to those brands."

--Charles Young, Ameritest CEO
Advertising Age | September 13, 2010 "Killing Off 30-second Spot Is Bad Medicine For OTC Drug Industry" (subscription may be required)

"The way we enjoy entertainment has undergone a dramatic shift. People want to discover not only new TV shows, but also all the entertainment the web has to offer."

-- Tony Lee, Vice President of Marketing at TiVo
RBR/TVBR | September 10, 2010 "TiVo survey finds excitement over scripted cop shows"

Why did Mini finally decide to advertise on TV?

"It is really helping us with the awareness factor. I love print, but it made a lot of sense to use TV to get out the message to a broader audience."

--Trudy Hardy, Mini USA's director of marketing communications
Automotive News | August 30, 2010 "With new crossover, TV ads, Mini thinks bigger"

Cable or satellite TV cord cutting:

"So far [TV viewers] are not doing this in any meaningful numbers. Nor is there any evidence of it emerging in the near future."

--Bruce Leichtman, the president of Leichtman Research Group, which studies consumer media habits
The New York Times | August 23, 2010 "In the Living Room, Hooked on Pay TV"

"A lot of viewing doesn't want to become on-demand viewing. A lot, especially live news and sports, would remain programming that millions of viewers want to watch simultaneously as it's produced."

--Holman W. Jenkins Jr., a member of the editorial board of The Wall Street Journal
The Wall Street Journal | September 8, 2010 "The Revolution Still Isn't Televised" (subscription required)

"New media, such as mobile and internet advertising, continue to boom, while old media, particularly print, is increasingly losing its relevance. Dollars are shifting into new platforms and those drawing the most eyeballs, such as cable TV."

--Derek Baine, SNL Kagan Senior Analyst
TVNewsCheck | September 7, 2010 "U.S. Ad Market on the Mend in 2010"

"I like television. Television is not dead. It drives a lot of traffic."

"The magic bullet is really easy: understanding your customers better than the customers understand themselves. You have to understand their decision-making process. When you understand that, you can form your arguments and make it OK for them to put that Cadillac in their driveway."

--Joel Ewanick, VP of Marketing at General Motors
Advertising Age | September 6, 2010 "GM's Ewanick: Sell the brands, not the deals"

"While the internet has encroached on nearly every corner of the television business, early morning newscasts are somewhat protected. In the morning you"re less likely to be getting online " you"re putting on your pants."

--Susan Sullivan, the vice president for news for NBC Local Media
The New York Times | August 31, 2010 "TV News for Early Risers (or Late-to-Bedders)"

"TV is still the most effective way to reach a mass audience quickly."

"As an advertiser, you're more likely to reach a mass segment of your audience using traditional impression-based media."

--Frank O'Brien, Founder, Conversation, LLC
Engage:Teens | August 26, 2010 "The True Effect of Interactive Media"

The near term looks promising for TV:

"It's still the most cost-effective buy to support a brand, and brands are increasingly important as we go through these economic cycles."

--Howard Bass, a senior partner at Ernst & Young
The Hollywood Reporter | August 30, 2010 "Robust TV ad market expected through 2010"

"I am a firm believer that television advertising is still alive and well."

"If you want to reach a mass audience, your TV commercials are still going to reach your mass audience."

"....electronics being that glue, that way to bring the family together."

--Michael Fasulo, Sony Electronics CMO
Broadcasting & Cable | August 23, 2010 "CMO Spotlight: Selling Televisions with Television"

"New vehicle buyers who are influenced by motorsports typically love cars and trucks and they are opinion leaders for other car buyers - they give an average of 25 or more vehicle recommendations per year to others."

"That's why we say that the roar from a race car continues away from the track."

--Steve Bruyn, President of Foresight Research
RBR/TVBR | August 13, 2010 "Survey says: Motorsports sells cars and trucks"

"Erwin Ephron developed the theory of recency planning. It states that television advertising is most effective when it is placed inside the exact moment of consumer need. Complimenting Ephron"s theory is Jack Myers" work on his own emotional connections theory. Myers believes that as advertising clutter increases marketers will be looking to form emotional bonds with customers on their digital terms."

--Michael Kokernak, founder of Backchannelmedia
RBR/TVBR | August 30, 2010 "Devices will add to TV's advantage"

"..big-budgeted TV shows, [are] something that consumers still seek."

"If everything is about micro-niche-targeted programming, it still comes down to getting the word out to consumers in large enough numbers."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | August 27, 2010 "Will Digital Entities Want To Play In The Big-Budgeted TV Game?"

"Nobody does much business with people they don't know."

"Advertising remains a cost-effective means of introducing ourselves and saying something to many clients and prospects all at once. ...it tells prospective clients we're here, and keeps our name fresh in their minds. It can help drive a company's growth, overall brand strength and resilience."

"And while few mass communication strategies can beat word of mouth for immediacy and authentic conversation, the paid advertising message is the foundation on which all that buzz is based."

--James F. Kelly is the U.S. brand leader for PricewaterhouseCoopers
Forbes | August 26, 2010 "Traditional Advertising: Why Companies Need It"

"Questions over the relevance of the traditional television advert have been raised for years, yet when asked about their most favoured video format, respondents voted for the standard 30-second commercial."

"What television does best " display and brand building " is what online struggles with."

--James Bates, media partner at Deloitte
guardian.co.uk | August 24, 2010 "TV advertising skipped by 86% of viewers"

"While many view TV as diametrically opposed to social media, the truth is that it can serve as the perfect complement and should be used to support online experiences and build brand platforms."

--Sam Cannon, executive creative director at Organic
Engage:Teens | August 19, 2010 "Top 10 Tips for Connecting With Today's Girls"

"To each media, its time, place and audience. TV has its greatest influence at the early stages of the decision cycle, making consumers aware, creating interest, and stimulating product desire."

--Nielsen report authored by Howard Shimmel, Senior Vice President, Media Product Leadership and Scott McKinley, Executive Vice President, Advertiser Solutions
Nielsenwire | July 1, 2010 "Data Integration Optimizes Advertising Media Mix"

"It's not the consumers who are king, it's the data about them. Data is relevant only to the extent that it defines measureable, sustainable, and scalable crowds that are relevant to specific marketers."

--Jack Myers, Media Economist, Investment Advisor
Jack Myers Media Business Report | August 23, 2010 "Advertising R-O-I: There is No Holy Grail, So Stop Looking For it" (members only report)

--David Kaiser, co-founder and CEO, Coincident TV
Online Video Insider | August 16, 2010 "The Endless Season: How The Web Can Help TV's Biggest Shows Stay Relevant (And Earn Revenues) Every Day"

"If you try to young down your median age, you're going to be going against gravity."

"Don't discount people who are in their 50s and 60s. They buy iPads. They're online. The reality is these are the people who have the money."

--Alan Wurtzel, research chief at NBC
Yahoo! News | August 16, 2010 "Broadcast audience aging faster than population"

"The idea of 'social media' feels new, with so much excitement being generated today by Facebook, Twitter, and a host of other online tools. But advertisers of all kinds should remember what we should always have known"that media and advertising work best when they stimulate conversation."

--Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers | July 15, 2010 "All Media Are Social: The Unique Roles of TV Print and Online in Driving Word of Mouth"

"Frequent multitaskers tend to both watch TV and surf the web during news and sports programming, not their favourite crime procedural."

--Mike Shields, Mediaweek columnist
Mediaweek | July 7, 2010 "Simultaneous Viewing and Surfing Commonplace, Study"

"[Online] video ads are much harder to deliver at scale and on target than conventional display ads and, unlike TV, there is no ratings standard like GRP, no guarantee of brand-friendly placement and not enough critical mass in terms of reach."

--Brian Lesser, General Manager Media Innovation Group, a WPP Company
MediaBizBloggers | August 12, 2010 "GroupM: Five Rules for Realizing the Promise of Online Video"

"Many brands/agencies don't believe they are in the communication industry. They believe they are in the trend-chasing business. They start by asking the question: 'What's the next trend and how can we jump on the bandwagon before everybody else does?' When you're in the trend-chasing business, you tend to forget about things that just plain work. It's just not cool to have a jingle. It's cooler to be on 'Foursquare' or develop an application. But is it more effective?"

--Uwe Hook, CEO and Co-Founder BatesHook
MediaBizBloggers | August 11, 2010 "Bring Back the Jingle"

"Boomers should be as desirable for marketers as Millennials and Gen-Xers for years to come; they are the largest single group of consumers, and a valuable target audience. As the population continues to age, reaching this group will continue to be critical for advertisers."

--Pat McDonough, Senior Vice President of Insights, Analysis and Policy with the Nielsen Company
BizReport | July 21, 2010 "Nielsen: Marketers not making most of Boomer Demo"

"Consumer engagement proved a critical element influencing advertising effectiveness. Nielsen research proves that when viewers pay more attention to a program (engagement), they also pay more attention to the advertising that airs within the program."

--Nielsen report authored by Howard Shimmel, Senior Vice President, Media Product Leadership and Scott McKinley, Executive Vice President, Advertiser Solutions
Nielsenwire | July 1, 2010 "Data Integration Optimizes Advertising Media Mix"

"...television advertising not only drives people to internet searches but does so almost immediately. Viewers are clearly willing to go back and forth between TV and the internet quite quickly."

--Dan Zigmond, Google, Inc. and Horst Stipp, Ph.D. Strategic Insights & Innovation, NBC Universal
Journal of Advertising Research | June 2010 "Assessing a New Advertising Effect" (subscription required)

"Everybody feels (emotions) before they think (rational decision), and without generating the appropriate emotional response, no ad campaign can succeed."

"Without emotional engagement, you're dead."

--Dan Hill, president of Sensory Logic
MediaPost Marketing | August 10, 2010 "Being 'On-Emotion' Leads To Success"

"There are good reasons why consumers want to know things they may not have asked for."

"Brands always had conversations with consumers, whether via broadcast TV or chiseled on clay tablets. The rules have also been consistent over time: Tell the truth and tell it with relevance, immediacy and meaning. That's why ads that interrupted with sales messages worked so effectively for so long; making the content worth consumers' time meant that brands could risk asking for the sale."

--Jonathan Salem Baskin, global brand strategist, author and speaker
Advertising Age | July 20, 2010 "Why Interruption Still Trumps Engagement" (subscription may be required)

"TV can reach millions of viewers at the same time -- a kind of massive instant hit that still eludes the online world."

--Cynthia Littleton, Deputy Editor of Variety
Variety | July 17, 2010 "Dancing to the Algorithm"

"TV is still the 800 pound gorilla of media consumption, with viewers glued to their sets over 158 hours per month. In fact, TV viewing has increased more than an hour a day in the last decade, far outpacing any other major media option."

--Nielsen report authored by Howard Shimmel, Senior Vice President, Media Product Leadership and Scott McKinley, Executive Vice President, Advertiser Solutions
Nielsenwire | July 1, 2010 "Data Integration Optimizes Advertising Media Mix"

"People have been saying that TV was going to go to the web. I think what's really happening is that (attributes of) the web are coming to TV. TV is the most powerful medium in the world. What you have now is people demonstrating that they can make it even better for marketers, with much more scale and much more impact."

--Dave Morgan, CEO of New York City-based marketing company, Simulmedia
Variety | July 17, 2010 "Dancing to the algorithm"

"Television is responsible for generating more word of mouth about advertiser brands than any other medium. Fully 18% of all conversations about brands involve somebody specifically quoting something they say on television."

--Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers | July 15, 2010 "All Media Are Social: The Unique Roles of TV, Print and Online in Driving Word of Mouth"

"Video fulfills branding objectives better than any other current online ad format -- with the sound, motion and emotion of TV, but with better measurability and targeting."

--David Hallerman, a senior analyst at eMarketer
Adweek | July 14, 2010 "Online Video Ad Segment Poised to Explode"

"When we're "farting around" our attention is up for grabs in a very specific way. We're looking for something, anything that might entertain us. And that includes ads."

--Tom Cunniff, VP Director of Interactive Communications at Combe Incorporated
MediaBizBloggers | July 8, 2010 "Is FAB as Important as GRPs?"

"The perfect advertising strategy identifies the most compelling thing you can say, owns it and, at the same time, undermines any effort of the competition."

--Uwe Hook is the CEO and Co-Founder of BatesHook, Inc.
MediaBizBloggers | July 7, 2010 "How to Find a Marketing/Advertising Strategy"

"Research based on IPA Databank suggests that our obsession with product messages may be completely misguided. Campaigns that contain little or no product message, but work instead by appealing to our emotions or heard instincts turn out to be twice as effective as conventional 'message' advertising."

--Les Binet and Sarah Carter of DDB
Admap | June 2010 "Think less" (subscription required)

Why advertisers should leverage TV advertising for emotional appeals:

"It is becoming increasingly obvious that most of the mental processing that guides our actions is associative rather than logical, emotional rather than rational."

"The bottom line is that people don't spend a lot of time thinking about the products and services they buy. Most of the decision-making is done on gut feel, even for big-ticket items such as cars and houses."

--Les Binet and Sarah Carter of DDB
Admap | May 2010 "Think less" (subscription required)

"Anyone who has any understanding of real people knows that the way we make decisions is usually illogical, contradictory, and messy. We are guided by feelings, intuitions, hunches and habits. We say one thing, then do another. We're more Homer Simpson than Mr. Spock."

--Les Binet and Sarah Carter of DDB
Admap | May 2010 "Think less" (subscription required)

"Brands that have been successful in the last 20 years are brands who were excellent in using mass media to build their brand."

--Steven Van Belleghem, Partner at InSites Consulting in Belgium, and author of "The Conversation Manager: The Power of the Modern Consumer, the End of the Traditional Advertiser"
Keller Fay Group | June 30, 2010 "The Conversation Manager: Q&A with Author and Consultant Steven Van Belleghem"

The top 100 advertisers...

"Ask any one of those big advertisers and they will universally say that the problem with online advertising is the ability to scale their reach."

Jaffer Ali - CEO of Vidsense
MediaBizBloggers | June 29, 2010 "Sustainability"

"Paid versus free content follows a trend that appears to be becoming more prominent in the content economy: short experiences are free; longer, more in-depth experiences are paid. The marketplace will ultimately be divided not between digital and traditional, but between long-form and short-form content."

--Aaron Shaprio, partner at digital strategy, design, technology and marketing company Huge
Online Media Daily | June 29, 2010 "The Long And Short of The Coming Content Split"

"Cost efficient mass media will continue to thrive as the bulwark of marketers' media plans"

"Media companies that can deliver effective messages with reach and frequency to target audiences on a relatively cost efficient basis and be profitable will continue to grow."

--Jack Myers, Media Economist, Investment Advisor
Jack Myers Media Business Report | June 21, 2010 "Myers 2010-2020 Media Trends Report: Part 2" (subscription required)

"Overall, internet-ready TVs will cause an increase in media usage. Almost anytime consumers get new hardware for their TVs -- whether it was cable boxes, VCRs, or DVRs -- viewership increases."

--Todd Lituchy, president of New Media Vision
TV Board | June 30, 2010 "Media Insights Q&A With New Media Vision's Todd Lituchy"

"The latest TVB Media Comparison Study shows by every measure that television reaches more consumers every day than newspapers, magazines, radio and the internet, and that more people spend more time with TV than with any other medium."

--Steve Lanzano, president of the U.S.-based Television Bureau of Advertising
tvnewscheck | June 29, 2010 "TVB's Lanzano Touts Power of Mobile DTV"

"Every screen has its purpose. The mobile screen is mostly for snacking on content with a high frequency. It doesn't take away from time spent watching TV, and the overall time spent with screens is likely to increase."

--Dan Hodges, head of global sales, mobile & emerging media, The Associated Press
MediaPostMAGAZINES | May 11, 2010 "Something in the Air"

"TV and Social Media go together like beer and hot dogs."

--Tom Cunniff, VP Director of Interactive Communications at Combe Incorporated
MediaBizBloggers - Tom Cunniff | June 15, 2010 "What Do Successful Integrated Media Ideas Have In Common?"

"A local station can still do something no network or cable channel can do, and that's be a part of that community."

--Alan Wurtzel, the research chief at NBC Universal
tvnewscheck | June 15, 2010 "Rethinking The Role Of Set-Top Box Data"

"Cutting the cord. It's hugely overestimated. Hugely. And I look at this data all the time When you look at the sub rates for cable or satellite over a period of time, they're virtually rock solid."

--Alan Wurtzel, the research chief at NBC Universal
tvnewscheck | June 15, 2010 "Rethinking The Role Of Set-Top Box Data"

"Marketers are sticking with those few media suppliers who can deliver 'mass audiences' effectively and cost efficiently. If they can't deliver relevant messages to large crowds, they're really not in the game."

--Jack Myers, Media Economist, Investment Advisor
Jack Myers Media Business Report | June 14, 2010 "Myers 2010-2020 Media Trends Report: Part 2" (subscription required)

"To advertisers, TV still matters. But just as radio gave way to television, we can see that TV is slowly giving way to digital. The good news for TV stations and networks -- for now " is that they remain the dominant medium. Our survey taps into the perception that digital has its limitations in reach and effectiveness and must still be used with traditional media like TV."

--John Shelton, STRATA President/CEO
PR Newswire | May 20, 2010 "Strata Survey: Don't Kill the TV Yet"

"Television is the Mac truck of media usage."

Eighty percent of ESPN's viewership comes from TV. New second and third screens, online, iPad, mobile, are not cannibalizing traditional media.

--George Bodenheimer, president of ESPN Inc. and co-chair of Disney Media Networks
MediaDailyNews | June 15, 2010 "ESPN Pushes 3-Screen Approach, But TV Still King"

Moonves also made his latest plea for broadcast TV. While he likes "Mad Men," it draws less than many of CBS' weakest primetime shows. "It's still about the big tent."

--Leslie Moonves, CBS Corp. president and CEO
The Hollywood Reporter | June 15 2010 "Moonves talks digital ad market at PwC event"

"It seems to be an advantage to bring digital along with TV as we start to get into pricing discussions."

--Chris Allen, director of video innovation for Starcom USA
Online Media Daily | June 14, 2010 "One-Third of Internet Users Watching Web TV"

"Economic uncertainty is actually fostering confidence in and support for traditional advertising and media companies."

"In the great recession of 2009, marketers once again learned the importance of advertising to their bottom lines and gained a renewed respect for its impact."

--Jack Myers, Media Economist, Investment Advisor
Jack Myers Media Business Report | June 14, 2010 "Myers 2010-2020 Media Trends Report: Part 1" (subscription required)

"So long as it is more cost effective to buy upfront vs. scatter, the model still works. So long as TV continues to provide value to advertisers, the model still works. So long as the best shows are available on the dates you need them, at the lowest rates, with audience guarantees, options to reduce commitments, digital extensions, branded entertainment opportunities and all the bells and whistles, the Upfront is the most effective system by which buyers and sellers can transact business."

--Steve Grubbs, President and founder of Second Act Media consultancy
MediaBizBloggers | June 7, 2010 "The Hated Upfront Buying Season... It Still Works"

Why TV?

"Because TV matters in a way that nothing else does."

• Canadians 18+ spend 3.5 hours a day with TV (bbm rts)
• A full one-third of media dollars are still allocated to television. (tvb)

--James McQuivey, Forrester Research
paidContent.org | June 10, 2010 "Google TV is a Bigger Deal Than You Think"

"In an era where media platforms are becoming increasingly fragmented, television remains the single most efficient means of driving brand awareness among mass audiences, even as TV itself becomes more fragmented."

--Brian Wieser, Magna's Director of Global Forecasting
MediaDailyNews | June 9, 2010 "Magna: TV Ad Spending on the Upswing for Foreseeable Future"

"The 500 channel universe did not quite wreak the havoc on television that most of us predicted, as it became evident that the paradox of choice applied and that individuals soon found a low double digit number of choices that consumed the vast majority of their viewing time. Outside of 20 or so channels, the long tail of television is very long indeed."

--Rob Norman, CEO of GroupM Interaction Worldwide
MediaBizBloggers - Rob Norman | June 8, 2010 "Musings from GroupM: Audience Habit: The Ultimate First Mover Advantage"

"Many viewers are not going home to watch TV anymore. They've already been trained to believe TV is coming to them and demand is growing for this content in different forms and different business models."

--Mike Vorhaus, Frank N. Magid
Reuters | June 8, 2010 "Hulu Plans to Charge"

"You can't lose sight of the fact that for there to be interest in the online streaming, the big, broad reach of television has to be there first for the shows."

--Rob Tuck, CW's executive VP of sales
TheWrap | June 6, 2010 "CW's Holy Grail: Monetized Steaming TV"

"The point of the [TV] app is to restore a sense of being in an audience, in a group. What we want to do is enhance that sensation, and for the TV companies, help them reflect their content onto the social graph."

--Declan Caulfield, CEO of Starling, and former head of research and development for Fremantle Media
Advertising Age | May 17, 2010 "Will Growing Crop of TV Apps Engage Viewers, Advertisers?"

"In a world that believes that advertising must be entertaining, Domino's is winning with a rational product message that is honest, informative and persuasive."

--Gary Stibel, founder/CEO of Westport, Conn.-based marketing management consultancy New England Consulting Group
MediaPost Marketing | May 13, 2010 "Domino's Illustrates Power of 'Rational' Appeals"

"In short, when the commercials come on, people stay with the TV. They only go the kitchen if they"re hungry, and they don"t fight over the remote."

--Laura Cowan, RJC Advertising VP/Media Director and CRE Media Consumption & Engagement Committee Chairperson
Broadcasting & Cable | May 10 ,2010 "Study: Vast Majority of Live TV Viewers Sit Through Commercials"

"Fast-food companies tend to rely on TV; it's so broad and has the mass they require. They also need it to reassure franchisees and support them."     

--network media buyer
Brandweek | May 2, 2010 "Back in Black"

"By every measure, television reaches more consumers every day than newspapers, magazines, radio, the internet and mobile media."

--Susan Cuccinello, svp of research, TVB US
WARC News | May 31, 2010 "TV ads still play a unique role in the US"

Why internet distribution hasn't made TV channels obsolete:

"It turns out you still need the mature business model and massive revenues that TV channels provide to create the content people want to stream."

--Craig Engler, general manager and senior vice president of Syfy digital
Boinboing.net | May 7, 2010 "7 things people get wrong about the internet and TV"

"There's a fair amount of potential in social media for television, as we've seen Twitter has very much been a boon for live TV. It makes watching communal and people are more likely to watch things live and discuss it with their friends."

--James Poniewozik, a TV critic for Time magazine
Reuters | May 13, 2010 "NBC Gets Social in Web-based Viewership Push"

"Everyone thought the internet might "Napsterize" TV, but so far that hasn't happened. It turns out watching TV on the internet leads you to watch more TV on your television."

--Craig Engler, general manager and senior vice president of Syfy digital
Boinboing.net | May 7, 2010 "7 things people get wrong about the internet and TV"

"These results demonstrate our ability to grow shares through innovation and through marketing campaigns. And we will continue to drive these investments. As brand owners, we know that increasing the relevance and awareness of our brands and investing incrementally are key to our long-term success."

--Larry Young, president-CEO, Dr. Pepper Snapple Group
Advertising Age | May 6, 2010 "Buoyed by Rising Sales, Dr Pepper Further Ups Ad Spend" (subscription may be required)

"The top quintile of traditional TV viewers were also in the top quintile of online video viewers. So the finding was that the people who watch the most TV are also the same people who watch the most online video. The conclusion therein was that there won't be any cannibalization, at least there isn't now, of traditional TV viewing from online viewing."

Nielsen data
--Rachel Dreyfus, vp marketing intelligence at Time Warner Cable
TV Board | May 5, 2010 "Media Insights Q&A with Time Warner Cable's Rachel Dreyfus"

"Companies are afraid of a "TiVo effect" and are changing their media spending as a result. But we find no change in people"s shopping patterns when we compare a group that has TiVo with a group that doesn"t. The manufacturers" fears seem to be overstated."

--Carl Mela, a professor in Duke"s Fuqua School of Business
Triangle Business Journal | May 3, 2010 "Duke study: TiVo doesn't hurt TV advertising"

"Fame is important for brands in low-interest categories, such as insurance."

"Consumers will choose one insurance supplier over another because, even though it's more expensive, they have heard of it and trust it, something TV sponsorship does extremely well."

--David Peters, Carat Sponsorship
Admap | April 2010 "TV imbues brand with validity and fame"

"TV, particularly live 'event' TV, is not only more popular than ever, but it is also the straw that stirs social media conversation drink."

"That's why few big brands are actually swearing off TV. To the contrary, recently we've seen companies like Starbucks and Zappos embrace TV for the first time."

--AdweekMedia Editors
Brandweek | May 2, 2010 "Back in Black"

"TV is absolutely not dying. Our data shows that marketers are shifting dollars away from traditional media, but the primary channels being sacrificed are magazines and newspapers."

"TV is the medium retailers understand and feel comfortable with, and that's hardly an insignificant consideration."

--Shar VanBoskirk, vp and principal analyst for Forrester Research
Brandweek | May 2, 2010 "Back in Black"

"...it's easy to understand why studios continue to devote the biggest chunk of their marketing budgets to it: There's nothing else to match its mass exposure."

"No one would leave the fate of a potential blockbuster to an augmented reality stunt, a brand integration in a TV show or a Twitter feed, so the mega-money traditional TV, print and billboard campaign is far from dead."

--T.L Stanley, AdweekMedia Editor
Brandweek | May 2, 2010 "Back in Black"

"It's the rabid fans that really create more value for the advertiser. They aren't scanning through the commercials and watching on DVRs. They are watching live. That really is the value of broadcast."

--Michael Benson, exec VP-marketing, ABC Entertainment Group
Advertising Age | April 12, 2010 "How a 'Fringe' Rerun Could Suddenly Become a TV Event"

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | April 29, 2010 "TV's Old Strategic Tools Still Matter -- Maybe More So in the Digital Age"

On loyalty:

"If you want to maximize growth and profitability, talking to your existing customers is not enough. You need to talk to everyone in your category - customers and potential customers - and you need to do this with communication that builds people's strength of relationship with your brand and their willingness to pay for it."

--Les Binet and Sarah Carter of DDB
Admap | April 2010 "Loyal facts"

Parmalat is moving to a year-round advertising schedule:

"We don't want to be on-air and then off-air. We want to be on all year to be top of kids' minds all the time, whether they turn the TV on, or they're at the park during one of our events or on the computer."

--Kala Patel, director of marketing for cheese and table spreads at Parmalat
Marketing | April 27, 2010 "Parmalat Peels on TV"

"...viral ads should have LEGS (that is, be Laugh out loud funny, Edgy, Gripping or Sexy). Ads that have these properties tend to perform better."

"There's no free lunch when it comes to viral video. Not only do you need a very strong creative idea, but you also need to place the idea widely."

--Duncan Southgate, Global Innovation Director, Millward Brown
Admap | April 2010 "From Art to Science"

"Television may be only one of many content options today, but it still stands alone as the place to gather for the big show."

--Andrea Southcott, president of ad agency TBWA\Vancouver
The Globe and Mail | April 12, 2010 "We still look to TV for those water-cooler moments"

"The magic of television is that it is a national standard. If you buy a television set, it will tune in television signals. This is true no matter where you live. Free, over-the-air, cable or satellite images will all display (within a baseline of quality parameters) for everyone, everywhere.

Internet Television, online video, websites, IP-based content " not so much."

--Shelly Palmer, Managing Director of Advanced Media Ventures Group, LLC (and overall media guru)
ShelleyPalmerMedia | April 26, 2010 "Apple vs. Adobe Flash War ... The Winner?"

"There is a market turn toward the positive. That's a smart marketing strategy for any brand when you're emerging from a recession. Brands need to be associated with winning."

--Greg DiNoto, Deutsch N.Y. Chief Creative Officer
Forbes | April 20, 2010 "C'mon, Get Happy: Advertisers Want Consumers to Lighten Up"

"...life is linear. People may want Super Bowl highlights as video on demand (VOD), but they still want the actual game as it happens. Live sports will be a big driver for Mobile DTV. Also, local news/weather/sports is going to be valuable content, regardless of platform, and nobody does that better than broadcasters " live or VOD. So, unless and until Google and Yahoo! start staffing local news operations in Yakima, WA and Evansville, IN, there will still be consumer demand for what broadcasters have been doing for nearly 90 years."

"Jack Messmer, RBR-TVBR Executive Editor
RBR/TVB | April 17, 2010 "Reflections on the 2010 NAB Show"

"As friends share their comments about favourite TV shows or tweet about who's going to win an event, they reinforce the power of traditional TV and boost the impact of event experiences."

--Andrea Southcott, president of ad agency TBWA\Vancouver
The Globe and Mail | April 12, 2010 "We still look to TV for those water-cooler moments"

"There's a strong link between involvement with programming and attitudes toward advertising."

A recent national study of 1,121 U.S. adults found sports fans are about four times more likely to like advertising than non-fans.

--Larry DeGaris, an associate professor of marketing at the University of Indianapolis
Advertising Age | April 12, 2010 "How a 'Fringe' Rerun Could Suddenly Become a TV Event" (subscription may be required)

"Cord-cutting isn't going to be happening any time soon for 2 key reasons. First, that it's still relatively hard for most mainstream users to connect broadband to their TVs."

"The bigger obstacle to cord-cutting is the loss of cable-only programming that isn't available for free online."

--Will Richmond, president and founder of Broadband Directions LLC, a market intelligence, publishing and consulting firm
Video Nuze | April 16, 2010 "Is 'Cord-Cutting" a Big Deal or Not?"

Mini's new TV campaign:
"For this campaign we're sticking to broadcast and online media. Over the years we've done a lot of work in outdoor and in-washroom. We thought it was time to change that up to inject a different attitude. There are some things you can get across with motion, music and sound you can't get with an outdoor board."

--Lance Martin, executive creative director at Taxi 2
Marketing Magazine | April 12, 2010 "Being Mini on TV"

"Since its inception, TV has been a centrepiece in most homes, delivering an experience that people could share and discuss. Sporting events, moon landings, elections and blockbuster programming brought people together."

--Andrea Southcott, president of ad agency TBWA\Vancouver
The Globe and Mail | April 12, 2010 "We still look to TV for those water-cooler moments"

(Pharmaceutical advertising)
"Longer length ads do not drop the bar when it comes to achieving goals.  Several ads in the top 10 most recalled new ads of 2009 include ad lengths greater than 60 seconds which further demonstrates that compelling and unique creative executions will help you stand out from the rest even if the ad is more than one-minute long."

--Fariba Zamaniyan, Senior Vice President within the healthcare practice of Nielsen IAG.
nielsenwire | April 8, 2010 "Most Recalled Drug Commercials Are not the Biggest Spenders"

"While there are more content options than ever before, it appears that Canadians are still looking for connections to those water-cooler moments. And it's interesting to note that online and social media are increasingly building on the content of these TV events, continuing the coverage and conversation."

--Andrea Southcott, president of ad agency TBWA\Vancouver
The Globe and Mail | April 12, 2010 "We still look to TV for those water-cooler moments"

"The reason ancient media such as television, radio and print still capture 99% (correct) of P&G's worldwide advertising budget is that dealing with those companies is direct and simple. There is no silly talk. ... You want a show? You buy a show."

--Walter Sabo, CEO of Sabo Media
MediaBizBloggers - Walter Sabo | April 7, 2010 "Hitviews Pro" Your Right, Digital Marketing is Confusing and Murky, Five Steps to Clarity"

"What's bigger -- YouTube or TV? Right now, it's not even close."

"Television wins in a landslide."

--Cenk Uygur, host of The Young Turks
The Huffington Post | April 5, 2010 "YouTube vs. TV"

"Simultaneous cross-platform use is very normal"

"TV still remains the king." Mobile and internet content is about "complimenting and supplementing" TV.

--Alan Wurtzel, NBC Universal Research and Media Development President
Broadcasting & Cable | March 24, 2010 "Mobile Ready for Primetime, But TV Still King"

...most cord cutters are "really just a bizarre breed of people..., who don"t watch a lot of television in the first place."

--Bruce Leichtman, the president of the New Hampshire-based group.
The New York Times | March 10, 2010 "Changing Channels, From Cable to the Web"

"The internet is not going to kill television. They also said radio was dead with the advent of television, and we can all see that it didn't die, it just became another part of the media mix."

"I think people like to come home and sit on the couch and watch TV, and I don't think that is going to change. ...the reality is, that it still going to be the centerpiece of our couches."

--Digital expert Dr" Labre, creative director at advertising agency Rethink Toronto
Financial Post | March 23, 2010 "Internet not going to kill the TV star"

"By many estimates, the internet doesn't hurt TV; it helps it, as a marketing tool."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | March 11, 2010 "Oscar Winner 'Hurt Locker" In Few Theatres: So Who's Really Getting Hurt?"

"TV remains key for reach and building awareness."

"In terms of fast reach and frequency building, TV is still essential for FMCG (fast moving consumer goods) advertisers."

--Bernard Cools, Deputy General Manager at Space
Admap | March 2010 "TV and web are an unbeatable team"

"Great TV campaigns still generate high levels of awareness, still get talked about by the public, and still yield big financial paybacks."

--Les Binet and Sarah Carter of DDB
Admap | March 2010 "Death of TV"

"Companies that maintain their advertising levels during crisis times are able to offset negative press and boost positive talk, while those that cut back saw negative word of mouth dominate"

--Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers - Ed Keller | March 24, 2010 "Advertising Amid Crisis: Word of Mouth Lessons from the Auto and Financial Services Crises"

"The initial fear was that internet and mobile video and entertainment would slowly cannibalize traditional TV viewing, but the steady trend of increased TV viewership alongside expanded simultaneous usage argues something quite different."

--Matt O'Grady, media product leader at the Neilsen Co.
Financial Post | March 23, 2010 "Internet not going to kill the TV star"

According to comScore"s research, online viewing begets TV viewing, since fans can catch up on new series quickly. "Video can result in new audience acquisition. Increasingly, it isn"t useful to think of these things in silos."

--Tania Yuki, comScore's director of cross media and video products
Mediaweek | March 23, 2010 "Web Video Audience Ok With More Ads, Report"

"Television -- contrary to what some new media folks believe-- still aggregates an audience and still has a business model.  Each TV program represents distinct audiences that come together to sample relevant content."

--Michael Kokernak, a 20-year television industry veteran and founder of Backchannelmedia
RBR/TVBR | March 19, 2010 "What's television's next business model?"

TV has always had a shelf-space issue -- that is, until the internet arrived. Nowadays, video seems to have the opposite problem, a shelf-unlimited-space issue.

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | March 9, 2010 "TV's Old Style of Marketing -- Road Blocking-- Is New Again"

It [television] continues to grow in usage, and this is in spite of the fact that the internet has been competing for consumer time over the last 15 years. Television has not lost ground.

--Dave Morgan, CEO of New York City-based Simulmedia, Inc., a marketing technology company serving the television industry
TVNewsCheck | March 2, 2010 "Better Measurement Means Better TV"

"It's important to keep in perspective that when all is said and done, consumers are still spending only a very small amount of their total TV time on alternative platforms. But, we anticipate that multiplatform TV viewing will continue to grow " especially among young people " as the technology improves towards a more authentic and convenient TV experience..."

--Adriana Waterston, VP of Marketing at Horowitz Associates
RBR/TVBR | February 26, 2010 "Users of new video devices still watch traditional TV"

"The high percentage of Super Bowl viewers who went to an advertisers' website shows how one medium can drive consumers to another and reinforces the potential of multi-platform advertising. The television ads created interest that was immediately gratified by advertisers' websites."

--Brian Monighetti, Director, Product Development - IMMI
RBR/TVBR | February 16, 2010 "Broadcast Super Bowl ads drive web traffic"

"Maybe what's missing in our "social" marketing transformation is the really boring and basic stuff. Maybe dull drives digital. Maybe fundamentals face us forward. Maybe boring is breakthrough."

--Pete Blackshaw, exec VP of Nielsen Online Digital Strategic Services
Advertising Age | March 10, 2010 "Marketers, Get Back to Boring" (subscription may be required)

Mercedes' use of Oscar advertising:

"We wanted a significant platform for our sustainability story, but it's not just the weight of the media buy; it's also the right pulpit for the campaign."

"We really felt we needed a broader media strategy to tell a bigger story."

--Steve Cannon, VP of marketing at Mercedes-Benz USA
MediaPost Marketing | March 5, 2010 "Mercedes to Intro Hybrid During Oscars"

"TV is a 'view' medium: generally, we sit back and hope to be entertained. Digital is a 'do' medium: generally, we're trying to get something done."

--Tom Cuniff, VP Director of Interactive Communications at Combe Incorporated
MediaBizBloggers - Tom Cunniff | March 3, 2010 "Old vs. New Media: The Future is a Feedback Loop"

"The internet is our friend, not our enemy."

--Leslie Moonves, chief executive of the CBS Corporation
New York Times | February 24, 2010 "Water-Cooler Effect: Internet Can Be TV's Friend"

"People don"t really like being 'sold,' but they don"t mind being informed, and well-informed people are more likely to buy a product or service more frequently (and with less resistance to price than those who are uneducated)."

--Paul Wyeland, sales trainer, author and coach specializing in long-term local direct broadcast sales 
RBR/TVBR | March 3, 2010 "How to Help 'Special Occasion' Clients"

--Bruce Leichtman, CEO of Leichtman Research Group
MediaDailyNews | March 3, 2010 "Media Trends: Web-to-TV Gains Popularity"

"We've seen several instances where an [ad] integration is superior in driving brand recall, while the 30-second spot is more effective in boosting purchase intent. And the greatest impact is usually seen when the two are paired together -- the integration often helps to predispose the viewer, making them more receptive to the traditional ad."

--David Kaplan, Nielsen IAG svp, research and product development
Brandweek | February 28, 2010 "That's Advertainment!"

"TV is important because it gives you the reach to get more visible."

--Marina Hahn, senior vice president for marketing at Constellation Brands in New York, which oversees Svedka
The New York Times | February 25, 2010 "Who's That Grl? Svedka Vodka Brings a Mascot to TV"

"Increased usage of social media is definitely driving the ratings."

--Jon Gibs, a vice president at Nielsen
New York Times | February 24, 2010 "Water-Cooler Effect: Internet Can Be TV's Friend"

"People want to have something to share."

The effects of online conversations are "important for all big event programming, and also, honestly, for all of television going forward."

--Alan Wurtzel, the head of research for NBC Universal
The New York Times | February 24, 2010 "Water-Cooler Effect: Internet Can Be TV's Friend"

"All of our research says in a recession, brands that do the best are those that are authentic, purpose-driven brands that have defined themselves over decades as being true to their core purpose."

"Our approach -- not just in the U.S. -- is to find a suitable "big bang" platform in which to launch the campaign. We looked at the Super Bowl, but we thought if ever there is a platform that epitomizes joy and was more than a one-day flash like the Super Bowl, it's the Olympics."

--Jack Pitney, VP of marketing for BMW
MediaPost Marketing | February 23, 2010 "BMW Marketing VP Discusses 'Joy' Strategy"

"Multiplatform consumption is emerging and it's going to become extraordinarily important. The mothership will remain with TV; that's where 93% of the use is. [Multiplatform] is not only more important, it's hugely mainstream."

"The more platforms you used, the more engaged you become."

--Alan Wurtzel, president of research and media development for NBC Universal
MediaDailyNews | February 23, 2010 "Olympic Ads Pay Off For Marketers, NBC"

"Television advertising is not dying. Rather than fragmenting the marketplace, emerging video platforms like broadband and mobile TV are acting as audience multipliers."

"Rather than cannibalize traditional television, emerging video platforms, like Hulu, cable VOD and FLO TV, are supplementing viewership and creating new revenue streams for programmers."

• TV is still the #1 screen. Television viewership remains at hundreds of hours per month, while viewership of broadband and mobile video remains in the low single digits. It is reckless to proclaim that any great revolution is taking place.

--Michael Goodman, Senior Director, Research and Analytics for Mercury Media
Enhanced Online News | February 23, 2010 "Mercury Media Releases 'The Power of Television' "  (the study)

"Nobody with responsibility for a bottom line has ever felt comfortable with social media as a replacement for traditional advertising."

--Jonathan Salem Baskin, a global brand strategist, author, and speaker
Advertising Age | February 22, 2010 "What if Giving Up Your Brand Really Means Giving Up"

"We make a massive investment when we acquire and produce the Olympics. The lions" share of advertising revenue continues to be generated by our television coverage."

--Gary Zenkel, the president of NBC Olympics
The New York Times | February 18, 2010 "A Trickle of Live Streams on the Web"

"The great thing about the Olympics is that it's the No. 1 sport for interest among women, and 76% of American households watch it. So it's the perfect place for P&G to be."

"...sports is a great way to get families together. People like to watch sports together."

--Marc Pritchard, Global Brand-Building Officer
Advertising Age | February 16, 2010 "Why P&G is Bringing 18 Brands Together for Olympics Push"

"The primary reason that the internet fares so badly in attracting branding ads (as opposed to direct response or sales service/info ads) is the way it is configured. Putting it bluntly, the internet is generally not an ad-friendly place, nor does it have a standard ad unit, ad clutter controls or even the kinds of ad exposure and impact research that branding advertiser require when evaluating their television buys."

--excerpt from:
Media Matters | February 15, 2010 "Note to Media Sellers: It's Not The Audience"

On advertising during the Olympics:

"The Olympics is the spirit of competition; it's about who wins and who doesn't. The second thing is that we don't want to wait in line for five or six years for consumers to discover that we have great products when the truth is out there right now."

--Scott Keogh, Audi's chief marketing officer
MediaPost Marketing | February 12, 2010 "Audi Launches Winter Olympics Ads"

"Hyundai"s marketing team seems to believe that they need to make big splashes to be considered a major player. And, I must admit, their efforts " and those of their product planners " are working, because the company"s image and its market share are growing at an impressive clip."

--Michelle Krebs, Edmunds.com Senior Analyst
RBR/TVBR | February 12, 2010 "Super Bowl ads drove auto activity online"

"Despite a consumer's endless number of programming options, large, cultural events like the Super Bowl [or The Olympics] still matter. These events attract mass audiences, and more importantly, they attract consumer mindshare, which can extend well beyond the event itself."

--Mitch Spolan, Yahoo's Vice President of North American Field Sales
MediaPost Marketing | February 11, 2010 "Beyond The Super Bowl"

Q) Why was Google, in the forefront of the movement from old advertising to new, legitimizing TV by buying a spot in the Super Bowl?

A) "...we decided to share our favourite one with as many people as possible."

--Sandra Heikkinen, a spokeswoman for Google (The ad)
New York Times | February 9, 2010 "Do-It-Yourself Super Ads"

"It's [TV] still the best away to reach a mass audience."

--Bill Duggan, an EVP at the ANA
MediaPost Marketing | February 9, 2010 "ANA: Fewer Foresee Death of TV Spot in Decade"

"Despite the negative press which television has been receiving lately, the numbers are there, TV is not dead."

--Todd Paterson, investment director, Starcom Canada
Media In Canada | February 8, 2010 "Super-what? Bowl ads underwhelm, but TV lives strong, pundits say" (subscription required)

"If you look at the way the folks in the corner office have programmed the Olympics for decades, and done so with tremendous success, what it reflects is that people want to watch the Olympics while sitting in front of their 50-inch television when it is most convenient for them."

--Perkins Miller, senior VP of digital media for NBC Sports & Olympics
Broadcasting & Cable | February 8, 2010 "Olympics 2010: NBC Slows Streaming to a Trickle in Vancouver"

"The Super Bowl is an example of pure TV entertainment at its best: Television is not dead."

--Todd Paterson, investment director, Starcom Canada
Media In Canada | February 8, 2010 "Super-what? Bowl ads underwhelm, but TV lives strong, pundits say" (subscription required)

"...does the Super Bowl really generate substantially more word of mouth for advertisers? The answer is a clear 'Yes,' and for strong performing ads the word of mouth lift is very substantial."

--Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers | February 4, 2010 "Super Bowl Sunday -What Drives Word of Mouth Success for Advertisers?"

--Wayne Friedman, West Coast Editor of MediaPost
MediaPost's TVWatch | February 4, 2010 "Big-Event TV Is Back: Will Smaller Screens Be A Game-Changer?"

"Companies need to become more like Facebook, and consider how they can use their products to help people become better friends or meet new people. That is how you build engagement through and with your brand, product or offering. You end up making people better friends and monetize your product at the same time."

"TV is also a natural conversation starter. ...if television programmers created an app to help them to post little pieces of content (along with whatever copyright restrictions are needed)? For example, TV networks could provide an excerpt from a football game or a classic line in a sitcom. I can guarantee you that it will start a conversation or a string of jokes, and maybe help someone make a new friend. Meanwhile the content is exposed to others and drives viewership."

--Harvard Business School's Mikolaj Piskorski
Cable360 | February 2, 2010 "Social Media -What Can Cable Do?

"The sales response to TV advertising appears to be increasing " not decreasing " over time."

--Joel Rubinson, chief research officer, ARF
WARC, published in the Quotebank

--Dr. Carl Marci, Innerscope CEO (TV Day: Innerscope Research study)
MediaPost MediaDailyNews | January 28, 2010 "Study: TV Beats Radio, Web For Ad Recall"

Why the Super Bowl is such a bonus for local markets:

 "It does bring a different type of advertiser that we might not normally have had; people who are launching a new product or strengthening a current offering, It's for advertisers who are looking to create a huge impression in the market. Buying spots in a big market is another way to get exposure if the network is sold out."

--Kirk Black, senior VP and general manager of WGCL-TV Atlanta, a Meredith-owned CBS affiliate
Braodcasting & Cable | January 23, 2010 "With strong national pricing on CBS, marketers turn to local buys in big game"

"People are attracted to the brands that deliver creativity, excitement, or entertainment value; an invitation to engage or a promise to help simplify their complicated lives. That"s why some brands -- but fewer and fewer these days -- command so much attention in the marketplace."

--Ted Mininni, president of Design Force, Inc., the leading brand design consultancy to consumer product companies
brandchannel | January 15, 2010 "Become One of the All-Too-Few Brands that Matter"

"The Super Bowl is an entertainment event where 100 million people gather around the television."

--Scott Keogh, chief marketing officer at Audi of America
The New York Times | January 13, 2010 "Super Bowl Sales as Economic Indicator"

"The Tonight Show with Conan O'Brien" was doing: apparently, dripping in red ink.

"Lesson learned: You can't just survive with young viewers on big broadcast TV. No, you need older adults, because there are more of them."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | January 22, 2010 "NBC's Real Late-Night Picture: Network Was Losing Money"

"If a company has a misstep in advertising, they get nailed overnight. You get fast and immediate input from all the audiences.  TV and web are the most prone to that now - TV because of its reach and web because of YouTube."

--Claude Carrier, VP at Bos Toronto
Media In Canada | January 22, 2010 "Can ads save the economy? Consumers say yes?" (Subscription required)

"There's no doubt the Super Bowl has helped with that [awareness]. By going into the games in 2008, we made a strategic shift from being the great unknown car to the great known. There was very little debate [about advertising in the upcoming game]. We asked if the Super Bowl has been working and if it has fit with corporate strategy? The answer is yes.

--Scott Keogh, Audi's chief marketing officer
Forbes | January 20, 2010 "Audi Aims For A Super Bowl Touchdown"

"The bottom line is that all these advances in media technologies are making it even easier for young people to spend more and more time with media."

--Victoria Rideout, Foundation Vice President and director of the Kaiser Family Foundation"s latest report on 8-18 media consumption habits
RBR/TVBR | January 20, 2010 "Kids are ravenous for media"

"As simultaneous web and television use gains popularity, television producers will be encouraged to create websites that feed off viewers' eagerness to react to what they are watching,"

--excerpt from Deloitte 2010 TMT Predictions report
Reuters | January 19, 2010 "2010 seen good for TV, bad for e-readers"

"Most consumers do not realize we have emerged from bankruptcy so the Super Bowl is a great way to reach out to our consumers to let them know we are still here."

The company also added that, although the move could be criticized as a big expense, Chrysler feels it is justified considering the viewership, which reached nearly 100 million people in the U.S. last year.

"In fact, it would be more costly to achieve the same number of viewers in traditional media placement and ensure the high viewership attention span that the Super Bowl delivers," the company said.

--Dianna Gutierrez, Chrysler spokeswoman
Marketing Magazine | January 15, 2010 "Chrysler Making A Super Bowl Comeback"

3D TV:

"When it comes to casual viewing, forget it. I won't be wearing glasses while cooking, surfing the net, tweeting, reading the paper, talking on the phone, or any of the other zillion things we all do every day while watching TV."

--Jim Louderback, CEO of Revision3
MediaBizBloggers | January 13, 2010 "What I Learned at CES 2010: 3D HDTV is Not the Next Big Thing"

"TV is moving from a traditional linear medium to one that's more and more on-demand. We see free, over-the-air TV being available in a linear form and we see great opportunity in being able to offer our programming in a non-linear form. The DVR lets people fast forward through commercials, so the internet is a greater opportunity for us, and we hope it will replace the DVR."

--David Poltrack, VP of research at CBS
TVNewsCheck | January 8, 2010 "TV Still Leads A Changing Viewing World"

Why Brick Brewing Co. Limited launched its first TV ad in support of its flagship Red Baron beer:

TV seemed like the logical next step. Consumers are spending more time at home, "perhaps in front of the TV... so for us doing TV was a big leap and one that was needed."

--Sean Dennis, director of marketing for Brick Brewing Co.
Marketing Magazine | January 5, 2010 "Brick Puts Red Baron on TV for First Time"

What's the magic of television? Why is it holding up?

"You can present the visual appeal of the product and you can have that product in motion. So, in terms of explaining the product and presenting it in an appealing way, television is very powerful."

--Gene Cameron, vice president, auto marketing/media solutions at J.D. Power & Associates
TVNewsCheck | December 22, 2009 "TV's Car Ride Will Be Smoother In 2010"

"The fact that NBC is producing a massive number of 18 pilots for next season says a lot about where the business is going -- and that content isn't dead yet."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | January 7, 2010 "NBC Back to Traditional Pilot Ways"

--Jim Berra, chief marketing officer for Carnival Cruise Lines
MarketingDaily | January 6, 2010 "Carnival Cruise Sets Sail With New Effort"

So what's your outlook for the station business?

"...the TV medium is as strong, if not stronger, than ever. By that I mean the connection between the consumer and television. Technology has been a great friend to us " bigger screens, extraordinary picture quality with HD, the convenience of the DVR and access to programming across all screens. The consumer embrace of television is extraordinarily powerful, growing constantly."

--Chris Rohrs, who ended his 10-year reign as head of the U.S. Television Bureau of Advertising last week
TVNewsCheck | January 5, 2010 "Rhors on ePort: Finish The Job"

"TV will continue to hold its place as a vital component of auto marketing plans. The big change is that instead of driving consumers to showroom floors. TV's job is to drive them to manufacturer and dealer websites."

--Gene Cameron, vice president, auto marketing/media solutions at J.D. Power & Associates
TVNewsCheck | December 22, 2010 "TV's Car Ride Will Be Smoother In 2010"

"The recession has increased demand for in-home entertainment, with consumers choosing to invest in the enhancement of their TV experience."

--Ed Moran, director of insights and innovation at Deloitte
MediaDailyNews | December 15, 2010 "Recession's Silver Lining: TV Usage On The Upswing"

--Brad Stewart, social philosopher, entrepreneur, President (Adjoy Inc.)
Marketing:green | December 23, 2009 "Leverage The Power of TV By Not Using TV"

"...television is still considered an exclusive medium and appearing on it offers the chance of instant success and celebrity."

--Abe Sauer, brandchannel contributor
brandchannel | December 18, 2009 "Simon Fuller's Online Dream Has A Reality Based In Television"

"A difficult economy is proving to be a benefit to TV " at least when it comes to word of mouth. TV show talk levels are up six percent from this time last year."

"It's clear that TV is still capturing a large share of the national conversation, even if the people having those conversations have changed. It seems that in these trying economic times, people want more than ever to be entertained " and they want to talk about it."

--Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers | December 16, 2009 "TV Buzz is Building This Fall: Old Favorites & Newcomers Both Drive TV Talk This Season"

"Television was a big beneficiary of (the recession). The data does not support the demise of television, and advertising on television is still more effective than online ads."

--Ed Moran, director of insights and innovation at Deloitte
Reuters | December 15, 2009 "Americans turn to TV as recession hits spending"

"Every marketer who's looking to survive in this economy has got to cast their net wide. You're not just romancing your core customer, you're looking at everyone else's."

--Julie Hall, evp, Schneider Associates
Adweek | December 13, 2009 "KFC Grilled Was Most-Recalled '09 Launch"

"[Consumers] today have an insatiable appetite for not only content, but also choice. Across all age groups, we see consumers adding the internet and mobile devices to their media diet " consuming media anytime and anywhere possible."

--Nic Covey, director of cross-platform insights at Nielsen
nielsenwire | December 7, 2009 "Three Screen Report: TV Remains Strong as DVR and Online Video Show Most Growth"

The Super Bowl:

"From simply a reach perspective, it"s the greatest thing around. Twenty years ago the average [U.S.] household rating in prime was a 14; today, it"s a fraction of that. Compare that with the Super Bowl. Last year"s game did a 40, about what NBC did in 1989."

--Larry Novenstern, executive vp and director of electronic media for Optimedia
Adweek | December 7, 2009 "CBS in Super Shape as It Bowls for Dollars"

TV ads with story lines work better:

"Universally, stories generate an emotional response. If the feature set is integrated into a coherent story, emotional engagement will be there. Listing attributes for attributes' sake isn't enough."

--Carl Marci, CEO of Innerscope
MediaPost Marketing Daily | December 2, 2009 "Firm: Ads That Strike Emotional Chords Work Best"

Past Quotes