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

"Advertisers are bringing back vintage characters, themes and jingles in hopes that evoking fond memories of the past may help shoppers feel better about buying products now."
 
--Stuart Elliott, advertising columnist for The New York Times
New York Times | January 12, 2012 "In New Ads, Stirring Memories of Commercials Past"

"Across the ever-changing media landscape, TV maintains its stronghold as the most popular device."

--Nielsen study "State of the Media Consumer Usage Report"
Warc | January 10, 2012 "TV Retains Key Role in US"

"True luxury leadership comes from being the thought leader in the segment, not necessarily the sales leader."

--Scott Keogh, CMO of Audi of America
Brandchannel | January 9, 2012 "Audi's Brand Strength is More than Sales"

"...there is much evidence that technology is in reality helping the TV business evolve.... The advent of 'social viewing,' driven in great degree by Twitter, has compelled the most passionate viewers to watch, live, along with their social graphs -- or otherwise be left out of the conversation. This has created a next generation of 'event' programming.

--Evan Shapiro, President, IFC
Huffington Post | December 14, 2011 "The Death of Television"

"...television will remain the go-to platform for highly engaging, highly resonant brand advertising. As targeting the right networks and programs becomes more effective, television"s pull will only increase."

--Mark Lieberman, co-founder, Chairman and CEO of TRA
TV Board | December 19, 2011 "Looking Back, Forging Ahead"

"Not only is TV getting the benefit of new web content streaming services, but television networks and studios are continuing to produce and distribute ever-better programming. Led by a strong TV ad market, the need to compete for fragmenting audiences and the booming demand in international markets for quality U.S. programming, TV content keeps getting better and better."

--Dave Morgan, CEO of Simulmedia
OnlineSPIN | January 5, 2011 "Top-10 Reasons Why 2012 Will Be the Year of Television (Once Again)"

"The TV ecosystem is still very healthy. We understand the economic backdrop which we are operating in. We have seen multichannel home growth pause. [But] the value proposition of TV is only getting better."

--John Martin, executive vice president/CFO of Time Warner
MediaDailyNews | January 5, 2011 "TW's Martin: TV Everywhere Will Be 'Game Changer' "

"In the continuum of TV advertising, 2011 should be remembered as the year that quieted doubters about the medium"s long-term prospects.  ...there is hardly evidence that other options can provide that wide, fast reach with sight, sound and motion that sets TV apart."

"Referring to TV as an old medium now seems very old."

--David Goetzl, Mediapost analyst
TVBlog | January 3, 2012 "Social Media Helps Drive TV Market"

"In the decade I was at the company, I never saw the value of TV. But after the board approved the idea and a video about Parisian lovers ... the TV broadcast pulled in so much incremental search traffic that it paid for itself."

--Eric Schmidt, Google"s executive chairman
The Globe and Mail | December 28, 2011 "Google turns to television to lure consumers"

"...nothing has replaced TV as our collective cultural conduit. It is the most relevant content in our culture. Nothing even comes close. TV is the most liked, followed, desired and demanded content on earth."

--Evan Shapiro, President, IFC
Huffington Post | December 14, 2011 "The Death of Television"

"Television has proven itself a reliable beacon in times of change. Advertisers searching for their bearings in a social-enabled multiplatform world have continued to rely on television as the linchpin of their media campaigns."

--Mark Lieberman, Chairman and CEO of TRA, Inc.
TV Board | December 19, 2011 "Looking Back, Forging Ahead"

Pawn Stars propels History channel:

"This proves to us the power of one hit show and how it can transform a network."

--Michael Nathanson, a media analyst for Nomura Equity Research
New York Times | December 18, 2011 "Channel's Swift Rise Attracts Ads and Envy"

"TV is stronger now than ever, with no signs of slowing down. Rather than destroying television, 'disruptive' technologies have created something new called 'TV,' which is more potent, more vital and more important than at any point since the first black and white broadcasts."

--Evan Shapiro, President, IFC
Huffington Post | December 14, 2011 "The Death of Television"

The economy is like "a Nascar race, operating under a caution flag, but no one has dropped out." When the racers, that is, marketers, see a green flag, "they will be competing at full throttle."

"We believe that consumer spending will continue to increase, fueling that recovery."

--David Poltrack, chief research officer at the CBS Corporation and president of its CBS Vision unit
New York Times | December 5, 2011 "Quadrennial Effect Could Make '12 a Very Good Year"

"With the adoption of tablets, the mindset that TV shows are watched only on a television set is fading."

--David Purdy, VP Video Products, Rogers Communications
Broadcaster | December 15, 2011 "Rogers to Launch App for Live Streaming for iPads"

"Television is not a box or a screen; it is a personal experience shared between a storyteller and an audience. Prime Time is not a slot on a schedule -- it is an expectation of creative execution and quality. No matter when or where or how someone watches television, it is still TV."

--Evan Shapiro, President, IFC
Huffington Post | December 14, 2011 "The Death of Television"

"Our study suggests [TV is] still holding its own and that many people are merging their surfing and viewing habits, fusing social media with viewing and creating new possibilities for programme makers and advertisers to interact with them."

--Tom Satchwell, marketing director for home business at Motorola
Warc | December 16, 2011 "New habits strengthen TV in UK"

"Today"s audience brings a whole new set of expectations from the shows they connect to and embrace."

--Mark Burnett, Executive Television Producer
lostremote | December 13, 2011 "Mark Burnett Embraces Social TV with Second Screen Deal"

"If you"re going to be adopting a "TV anywhere" strategy, you have to be anywhere. You can"t pick and choose a platform; you have to let them decide what platform they want to consume content on."

"There"s an entire segment of the population that consumes media differently than their parents or grandparents did."

--David Purdy, VP Video Products, Rogers Communications
Marketing Magazine | December 12, 2011 "Rogers Bringing its TV Content to Xbox 360"

"The rising tide for TV seems to be lifting all boats, even the venerable ship known as broadcast network television. It has never been healthier."

"Everybody calls me a cheerleader. But you know what? Network television"s doing better than it"s done in many, many years."

--Leslie Moonves, president and chief executive at the CBS Corporation
New York Times | December 6, 2011 "A Moment in the Sun for Television"

"Simply put, in scarce times, marketers are concentrating their budgets among their primary medium (often network TV for large brands seeking awareness) and a secondary medium (often digital platforms for traditional brand marketers, who typically pursue engagement-based outcomes among a subset of the population who are aware of their brand attributes)."

--Brian Wieser, senior research analyst with Wall Street"s Pivotal Research Group
MediaDailyNews | November 30, 2011 "Madison Avenue Expat Wieser Forecasts Ad Industry's 'New Normal' "

"Social TV is potentially the answer for the discovery-recommendation challenge to online video in all its forms, from VOD of broadcasters" content. It can also increase engagement with the content, before, during and after viewing, boosting either TV ratings or, for online video, numbers of views. In both cases, this has the potential to increase ad revenue, too."

--Colin Donald, director of research firm Futurescape
VidBlog | November 29, 2011 "Too Many Devices for Video? Let Social TV Save the Day!"

"Using celebrities is a proven way of gaining high impact fast, so you ultimately spend less on media buying."

--Amanda Mackenzie, Chief Marketing Officer of British insurer Aviva
Reuters | November 28 "Fame-hungry funds risk investor ire with A-list ads"

"There is no doubt in my mind that TV is still an extremely powerful medium to drive awareness, engagement and word of mouth."
 
"The rise of 'social' TV and synched viewing and TV apps has reinvigorated the medium, as has the broad range and long tail of quality content."

--Bruce Neve, CEO of Starcom MediaVest Group
Media in Canada | November 15, 2011 "TV advertising wins hands down: TVB study"

"The massive reach of TV and persuasiveness of sight, sound and motion are part and parcel of the successful marketing of prescription medications..."

--Neil Weisman, EVP and general manager of Blue Chip Healthcare Marketing
Marketing:health | November 22, 2011 "Television Advertising: Getting Big Results With Smaller Budgets"

TV is the most effective way to reach an audience:

"We have been tracking TV"s influence for years and the story has not changed."

Over the years Gaggi has witnessed immediate sales lifts within a day or two of launching a new product or service on television. This immediate response rarely happens with any other medium. In the past week she launched two TV campaigns for clients who have not been on TV in Canada before " one for Rent-a-Centre (RAC) and another for PricewaterhouseCoopers (PwC). Both clients indicated early response to the TV commercials with store visits (for RAC) and inquiries (for PwC).

--Laura Gaggi, President, Gaggi Media Communications
Media in Canada | November 15, 2011 "TV advertising wins hands down: TVB study"

"There was much chatter in the past about the television medium and 30-second spot being dead, but this survey has shown that TV advertising is very much alive " perhaps even more so than in the past. Even with the risk of competition from other media platforms and the use of DVRs, there are still many opportunities for marketers to optimize TV into their marketing mix."

--Bill Duggan, group executive vice president at the ANA
MediaPost Raw | October 24, 2011 "Study Finds TV Still No. 1 With Advertisers"

"Research has found that strong emotional content is key to people's desire to pass along things they hear about brands, either through word of mouth or online sharing."

--Ed Keller, CEO of the Keller Fay Group
Jack Meyers Media Business Report | October 6, 2011 "Showing Emotion is the New Black"

"The 30-second TV spot is far from dead -- but the time has come to stop thinking about TV ads as stand-alone messages. Rather, they should be seen -- and utilized -- more like trailers for deeper branded digital experiences."

"It makes sense for TV advertisements to be thought of as an element in a broader narrative arch for the brand -- a narrative arch that allows the brand to tell a more complete and a more interactive story."

"TV spots in the future will be most effective when woven into the fabric of digital media. We saw this with the most successful 'Super Bowl' ads like the Volkswagen ad, which was launched online the preceding week."

--Shiv Singh, the global head of digital for PepsiCo Beverages
MediaDailyNews | November 16, 2011 "Pepsi Changes View of TV Advertising"

"If you have a broad mass audience, TV is the most effective way of putting a message in front of as many of that target audience as quickly as possible."

--Jake Norman, managing director business planning, invention, Mindshare Canada
Media in Canada | November 15, 2011 "TV advertising wins hands down: TVB study"

A regional pizza chain's switches from spending 90% on OOH to 90% on TV for greater reach and improved targeting:
"The strategy is to build up the Facebook fan base so that Anthony's can continue communicating with their enthusiasts with special offers throughout the year. The TV spots don"t specifically reference Facebook, but the TV will be running at the same time as the paid Facebook campaign, so the increased advertising awareness should boost response for the social media effort." 

--Mindy Gantner, media director for Explore Communications
Marketing Daily | November 15, 2011 "Regional Chain Uses TV to Take On Big Pizza Brands"

"I have found my web traffic to be much more efficient for me if I advertise my URL on television."

--Mike Johnson, owner of a Toyota and Honda dealer in NC and VA
TVNewsCheck | November 13, 2011 "Local TV Drives Auto Dealers Successes"

"Why can't videos on YouTube and other original video sites get premium TV ad rates -- at least close to that grabbed by cable programming networks? I'm guessing advertisers don't think -- at the moment -- it's worth it."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | November 7, 2011 "YouTube Premium TV Plans: Still Searching for Right Promotional Formula"

"Current online ad formats are nowhere near as effective as TV at making an emotional connection with an audience. And if it's not as effective, why should brands move dollars away from TV?"

--Alan Pearlstein, President-CEO of Cross Pixel Media
Advertising Age | October 25, 2011 "When Will Brand Dollars Move Online? Maybe Never."

"TV viewing and advertising are benefiting from social networking, which is stimulating interest, and live viewing, in shows."

--PricewaterhouseCoopers media outlook
RBR/TVBR | October 25, 2011 "PwC Updates Media Outlook"

"Media messages resonate when they are in harmony with the environment and even better when the consumer has the time to absorb the message."

--Sherry Orel, CEO of Brand Connections
Advertising Age | September 30, 2011 "Get Inside A Customer's Mind at the Moment Your Message Appears"

"Evaluating cord-cutting behaviour provides an interesting vantage point into human thresholds for pain: the willingness to wait, sacrifice, go for a jog and -- perhaps most painful of all -- to go without 'SportsCenter.' That last one may not be worth $2,000 a year."

--David Goetzl, MediaPost writer
TVWatch | November 4, 2011 "Analyzing A Cord-Cutter's Diary"

"Traditional media isn't dead but it is actually reborn and reformed. Right now it works really well together with the formats we've been used to. TV and radio aren't dead but they are instead rejuvenated by their new neighbour digital."

--Kirstine Stewart, CBC's executive vice-president of English services
Cartt | November 3, 2011 "Media business "thrives on the illusion of predictability"

"When the message delivered by traditional media is either very good or very bad, the media message reverberates throughout the social spectrum like shock waves through a still pond hit by a rock. This ripple effect can add substantially to the overall impact of traditional media and boost the financial payback significantly."

--Pat LaPointe, EVP at MarketShare
Keller Fay | November 3, 2011 "Traditional Media is Social's 'Rock in the Pond' "

"TV is different from other media because the fragmentation of audiences that is inevitable in the internet age makes the enormous reach of TV more valuable. Audiences of <100,000 become commodities. Audiences of >10 million each week become harder to procure and therefore more valuable to advertisers when they must introduce a new product to consumers."

--Laura Martin, Needham & Co. analyst
Multichannel News | November 1, 2011 "TV: The 44 Billion Hour Monthly Advantage"

"There was much chatter in the past about the television medium and 30-second spot being dead, but this survey has shown that TV advertising is very much alive -- perhaps even more so than in the past. Even with the risk of competition from other media platforms and the use of DVRs, there are still many opportunities for marketers to optimize TV into their marketing mix."

--Bill Duggan, group executive VP of the ANA
Broadcasting & Cable | October 24, 2011 "Marketers Say TV Budgets Are Rising"

"If you want to reach the vast majority of television viewers...pick a Thursday night ... between 09:00:00 pm and 09:00:30 pm. Why would you need to spend this money on Thursday evening? Because the vast amount of  TV viewers are awake and watching TV at that time. (That's why weeknights from 8pm – 11pm is called Primetime.)"

--Shelly Palmer, Managing Director of Advanced Media Ventures Group, LLC
MediaBizBloggers | October 28, 2011 "Apple Television: Did Steve Jobs Crack The Code?"

“TV viewing and advertising are benefiting from social networking, which is stimulating interest, and live viewing, in shows.”

--PwC, Global Entertainment and Media Outlook 2011
RBR/TVBR | October 25, 2011 "PwC Updates Media Outlook"

“Local television news still holds a preeminent position as a news source for the public."

--University of Delaware study
MediaDailyNews | October 25, 2011 "Local News Sharing Means Lost Jobs, Less Original Content"

"TV is the ultimate lean-back experience. You watch while sitting in a comfortable chair or lying on a couch. By contrast, the computer is a lean-forward activity, where you watch at a desk or table. It’s not relaxing. A tablet is someplace in between. Because it’s so mobile, you can watch it anywhere -- in a comfortable chair, on the couch or in bed."

--Gary Holmes, Principal of Gary Holmes Communications. He was formerly vice president-corporate communications at Nielsen Co.
TV Board | October 19, 2011 "Tablets, Tablets Everywhere"

"Digital technology didn't 'disrupt' our business - it transformed it."

"Digital didn't weaken the power of television - it unleashed it."

"Today, television is the most powerful medium in the world. Tomorrow it will also be the most personal."

--Anne Sweeney, president of Disney-ABC Television Group
Deadline | October 5, 2011 "Disney-ABC TV Boss Anne Sweeney Says Television Will Get Even More Personal"

"...people watching linear TV and using social media are highly engaged viewers. The more they share via social networks, the more they influence their social graph, potentially driving tune-in and ratings. Socially engaged viewers are powerful influencers. We believe that fostering social experiences around linear TV provides the greatest benefits to the television audience, networks and marketers."

--Sean Casey, CEO of social entertainment company SocialGuide
Online Video Insider | October 20, 2011 "Redefining Social TV"

"Old Spice’s hit social media campaign -- the one with the horse. Sure, it garnered high levels of earned media in social networks, but it launched with a traditional high-ticket Super Bowl TV ad."

--Tracy Stokes, principal analyst at Forrester Research and former senior director of global brand marketing at Timberland
Online Media Daily | October 18, 2011 "WOM Explodes Thanks to Social Media"

"Social media and TV have a symbiotic relationship that's become fuel for each other."

"People have always talked about great TV shows and that hasn't changed. Only now, that conversation has exploded cross-platform."

--Andy Wasef, Head of mobile & emerging platforms for MEC
Online Media Daily | September 28, 2011 "TV, Social Media Promote Each Other"

"TV offers opportunities that other media don’t, he said. The ability to time- and place-shift ads is one of those advantages."

--Bob Liodice, president of the Association of National Advertisers
TVNewsCheck | September 14, 2011 "TV Still Top Dog in Ad Campaign Strategy"

"TV is weathering a perfect storm of economic downturn and increased competition from emerging media. Its unrivalled effect on sales and profit and its profound influence on other media make TV advertising both the most effective form of advertising and a powerful ally to other media and marketing mechanics, both on and offline."

--Andrew Challier, effectiveness practice leader at Ebiquity
WARC | October 13, 2011 "TV ads give best results: study"

"...because of social media, we’re coming back to the value of appointment television. If you’re interested in knowing who got voted out on 'Survivor,' you’d better watch Wednesday at 8 because the spoilers that are out there will tell you within 5 minutes. Social media is actually pushing people to be more and more involved in the moment, and actually taking what was three or four people sitting around the living room sharing that moment together as a social event, to putting 100,000 people together to share it. It’s ultimately just the biggest water cooler that you’ve ever dreamed of.”

--Barbara Williams, SVP of content for Shaw Media
Cartt | October 7, 2011 "Digital Convergence: Can social media revive appointment television viewing"

"The future of television — great content, in the hands of consumers who can interact with it on different platforms, share it, and create the exact experience they want to have with it."

--Anne Sweeney, president of Disney-ABC Television Group
Deadline | October 5, 2011 "Disney-ABC TV Boss Anne Sweeney Says Television Will Get Even More Personal"

“Television is now viewed over more devices than ever, and viewers are in control over what they watch more than ever. What’s been remarkable is the extraordinary power of television, because at the heart of this is that people just want a good story.”

--Genevieve Bell, an anthropologist at chipmaker Intel who explores how humans relate to technology
The Washington Post | September 27, 2011 "As more tech titans provide TV, at-home gadgets multiply"

"While some businesses adjust their marketing plans, TV appears to be something they can’t live without."

--Jon Lafayette, Business Editor of Broadcasting and Cable
Broadcasting and Cable | July 25, 2011 "Media Industry Not Letting Economy Worries Slow it Down"

"Television has always been something you watch. Now, increasingly, it's also something you do."

--Anne Sweeney, president of Disney-ABC Television Group
Deadline | October 5, 2011 "Disney-ABC TV Boss Anne Sweeney Says Television Will Get Even More Personal"

" There aren't too many media outlets that can deliver viewership in the millions these days. When you are looking for scale, you've got to go for the telly."

--Mark Lieberman, co-founder, Chairman and CEO of TRA, Inc.
TV Board | September 26, 2011 "The Pie Shrinks, But TV Hangs On Strong"

"Local radio and television stations are woven into and connected to the fabric of the community, due to decades of relationships built with local audiences and advertisers."

"Both local radio and TV have a great way of personalizing the broadcast. Whether it's a favourite DJ or reliable newscaster, broadcast is able to emotionally engage with the consumer on a different level than online media."

--Drew Hilles, CEO of Media Dash
MediaDailyNews | September 22, 2011 "Could Traditional Advertising Be the Key to Cracking the Hyperlocal Code"

"Social media needs TV and TV needs social media."

--Claire Tavernier, Head of Digital at FremantleMedia
MediaBizBloggers | September 29, 2011 "Social Media Needs TV and TV Needs Social Media"

"People have always talked about great TV shows and that hasn't changed. Only now, that conversation has exploded cross-platform."

--Andy Wasef, head of mobile & emerging platforms for MEC
Online Media Daily | September 28, 2011 "TV, Social Media Promote Each Other"

"...with unduplicated reach, value, effectiveness, and programming, you can see why there really is no business like (TV) show business."

--Mark Lieberman, co-founder, Chairman and CEO of TRA, Inc.
TV Board | September 26, 2011 "The Pie Shrinks, But TV Hangs on Strong"

"I truly believe that TV is not only alive and well but also flourishing at a very exciting pace."

--Bob Liodice, president of the Association of National Advertisers
TVNewsCheck | September 14, 2011 "TV Still Top Dog in Ad Campaign Strategy"

A Microsoft/BBDO joint report cited by Bloomberg News chalked television's unmatched marketing resonance up to the fact that "its audience is receptive and waiting to be entertained."

TV Board | August 30, 2010 "TV's No-Freeloader Manifesto"

While working through the new complex opportunities of modern media, Pepsi's Stubbs said: "Everything would point to if I have one more dollar, I should spend it in TV."

--Chad Stubbs, Pepsi's director of media and entertainment engagement
Television News Daily | September 22, 2011 "Marketers: TV May Get Too Much Attention, Though Not From Viewers"

"Hulu is a business model, not a business. Take away its quality network content and it ceases to have value."

--Shelly Palmer, Managing Director, Advanced Media Ventures Group, LLC
Huffington Post | September 20, 2011 "Jumping Through Hoops with Hulu: Will Hollywood Studios Kill Their Offspring Again?"

"I know the world wants us to say, 'Gee, the economy is down and advertising is down,' but that's not the case. The advertising climate is very strong."

--Les Moonves, president/CEO of CBS Corp.
MediaDailyNews | September 20, 2011 "CBS Reports Strong Advertising For TV, Radio, OOH"

"Traditional TV has an enduring strength. In particular is traditional TV’s ability to capture large audiences and target-specific demographics."

--Fitch Ratings, a financial analysis house
Rapid TVNews | September 20, 2011 "Fitch: Traditional TV to Transcend Digital Competitors"

TV is an important 'headstone' for integrated marketing campaigns, as advertisers are increasingly embracing plans that capitalize on TV for cross-platform campaigns. “TV in combination with other media is a very, very powerful combination.”

--Bob Liodice, president-CEO of the Association of National Advertisers
TVNewsCheck | September 14, 2011 "TV Still Top Dog in Ad Campaign Strategy"

“TV is a brand builder. Without TV, it’s so difficult to get a brand viral, to get a brand mainstream.”

--Bob Liodice, president-CEO of the Association of National Advertisers
TVNewsCheck | September 14, 2011 "TV Still Top Dog in Ad Campaign Strategy"

"Despite increasing use of the internet and social media, affluents, even affluent millennials, remain heavily engaged with traditional media and advertising."

“Television, print and radio are still relevant for affluents. What’s amazing is how much media affluents consume.”

--Bob Shulman Ipsos Mendelsohn President
Marketing Magazine | September 13, 2011 "Traditional Media Still Thriving Among Wealthy"

"Even in our internet-powered world, new media is no longer a threat to old media -- it's a complement and an enabler. At the end of the day, you can find yourself sitting in the dark in the middle of a hurricane without any power, and you can still turn on your iPad to find good old CNN and the Weather Channel."

--Mark Lieberman, co-founder, Chairman and CEO of TRA, Inc., a leading media analytics, software and research technology firm
TV Board | September 12, 2011 "The Power of TV in the Dark"

"Television has been, and will forever be, the programming we watch, and now talk about in places, and with people, other than at the office water cooler. The display device has simply become smaller, smarter and infinitely sexier."

--David S. Samuels is the CEO of KoldCast Entertainment Media, LLC
Online Video Insider | September 8, 2011 "What Does The Term 'Television' Mean These Days?"

“Social media is the watercooler and word of mouth on speed. One person can literally reach thousands of other people.”

--Radha Subramanyam, Nielsen’s senior vice president of media and advertising insights and analytics.
Multichannel News | September 5, 2011 "How Can Networks Spin Online Chatter Into Ratings Gold?"

"Television remains the best source of macro-information because a TV news network is essentially an aggregator of thousands of other news sources.  Network TV news teams filter the latest updates much faster."

--Gary Holmes, Principal of Gary Holmes Communications and former VP of Corporate Communications at Nielsen
TV Board | September 6, 2011 "In a Post9/11 World, TV is Still King"

“Social absolutely does allow you to amplify your message. You still need to build some amount of general awareness … but social is the connective tissue that links everything together.”

--Tricia Melton, senior vice president of entertainment marketing for TBS, TNT and Turner Classic Movies at TBS
Multichannel News | September 5, 2011 "How Can Networks Spin Online Chatter Into Ratings Gold"

"People want both broadcast and on-demand viewing to be available. TV and video have not been negatively affected by the internet in the same way that print has; we just watch TV in many more ways than we did before."

--Anders Erlandsson, senior advisor at Ericsson
WorldScreen.com | September 2, 2011 "Viewers Flocking to On-Demand Online Video" (subscription required)

"No one gets fired for buying American Idol."

--Jordan Levin, CEO of Generate
MediaDailyNews | August 26, 2011 "Levin: Branded Entertainment Key to Viewer Engagement"

"The way we view content will continue to evolve, but we will always want to be entertained and share with others. Social media tools can help increase viewership and engagement."

--Wendy Swigget, VP Ipsos ASI
Ipsos | July 5, 2011 "Is This the Newest Odd Couple?" (registration required)

"The internet is fundamental to the future of television for one simple reason: because it's what people want... It makes TV more personal, more participative, more pertinent."

--Eric Schmidt, Google Chairman at the 2011 International Television Festival
Broadcast Dialogue | September 1, 2011 (subscription required)

Pepsi's "What were we thinking?" moment:
"Last year, Pepsi dropped its traditional multi-million dollar Superbowl advertising investment in favour of social media (in the company's words, trading a 'moment' for a 'movement'). This year, the company has just announced, the winner of the Pepsi-sponsored X Factor will go on to appear in their Superbowl commercial."

--Laurence Green, founding partner of marketing agency 101
The Telegraph | September 2, 2011 "Think Tank: Social media and TV need not be enemies"

Apple spent $420 million on advertising last year, with 50% of that going to TV
"You don't create a massive consumer company with just great product design. If it was true, they wouldn't go out and spend that kind of money"

--Noah Brier, cofounder of content discovery startup Percolate and former exec-director strategy at the Barbarian Group
Advertising Age | August 29, 2011 "How Steve Jobs' Apple Married Mass Marketing with Unabashed Creativity"

"On-demand TV is expanding total TV by adding to this stable linear base. What is clear is that every new technology that joins TV – from connected TV sets to social media – is making it even more enjoyable for viewers and even more effective for advertisers."

--Lindsey Clay, Thinkbox’s Managing Director
RapidTVNews | August 15, 2011 "Commercial TV Viewing Continues Robust Growth"

"...for heart-pulling-flag-waving-I-really-love-my-dad sentiment, somehow TV remains king of the tear-jerkers."

--Steve Smith, digital media critic and consultant, Digital Media Editor at Media Industry Newsletter (MIN)
Online Video Daily | July 27, 2011 "The Web Makes You Chuckle, But TV Can Still Make You Cry"

"Television seems not only to be here to stay, but it's thriving. You see it in the creative renaissance in programming and advertising, and in viewers' response to both."

--Mark Lieberman co-founder, Chairman and CEO of TRA, Inc.
TV Board | July 25, 2011 "Why Television?"

"Connected TVs are now clearly a mainstream technology if defined by presence in the home – but actual usage is a different story."

--David Tice, Vice President and Group Account Director at Knowledge Networks
RapidTVNews | July 10, 2011 "Live TV Bests Catch-up TV, Online TV, VOD"

"...social media, may be contributing to the resurgence in traditional TV viewing. Remember, TV has always been a 'social' media. People throw parties to watch the Super Bowl or the Oscars. More informally they gather in groups to watch sports, or gather around the literal or figurative 'water cooler' to discuss buzz-worthy plot developments on their favourite shows."

--Wendy Swigget, VP Ipsos ASI
Ipsos | July 5, 2011 "Is This the Newest Odd Couple?" (registration required)

"Television, radio, out-of-home and magazines, along with the most stable digital media buys, will be safe havens for marketers."

--Jack Myers, media economist and chairman of Media Advisory Group
Jack Myers Media Business Report | August 8, 2011 "Advertising and the Economic Mess We're In" (subscription required)

"Television is 'probably more favoured in the media mix' at this time. It is a medium that advertisers know, understand and can measure."

--Rino Scanzoni, the chief investment officer at GroupM
NY Times | August 7, 2011 "Ad Money Reliably Goes to Television"

"For all the buzz of premium digital video services, right now all the big money to be gained from advertising comes from the traditional TV market."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | August 5, 2011 "Television in Reverse: backing Up to a New Financial Window"

"Online advertisers tend to myopically focus on data, and the creative shows it. Ads turn out looking pretty lifeless when you've turned the whole creative process into a math problem and have ignored classic advertising elements like emotion and storytelling - the hard-to-measure elements that typically drive long-term brand strength."

--Miles Younger, chief of marketing and business development for Canned Banners
OMMA | July 12, 2011 "Dismay Advertising and Me"

The 50-plus crowd:
“This is a population with a fair amount of disposable income. Contrary to the old stereotype that older people are brand loyal, that’s not necessarily the case. The bottom line is, the 50-plus are watching TV and buying products and services, and advertisers ignore that at their peril.”

--Kevin Donnellan, chief communications officer of AARP
New York Times | June 26, 2011 "A Demographic Gray (or Graying) Lures TV Industry"

"TV advertising works, often at a very deep level. It is not just about messages and awareness, but about creating emotional associations, telling stories and influencing the way we feel about brands. That is why television consistently comes out on top in major effectiveness studies; it's all in the mind."

--David Brennan, Thinkbox
Admap | July-August 2011 "TV on the mind" (subscription required)

"While 8% of all households in the U.S. get broadband but do not get a multichannel video service, it is erroneous to think of this group as making decisions driven by online video. These decisions tend to be more based on economics, than about alternatives to traditional video services."

--Bruce Leichtman, LRG president and principal analyst
Multichannel News | July 25, 2011 "Just 5% of Broadband-Only Homes are Chord-Cutters: LRG"

"By adding digital and all the extensions including social, what you're doing is turbo charging your television advertising with these other media extensions."

--David Cassaro, president for ad sales at NBCU Cable
Broadcasting & Cable | July 7, 2011 "Can Cable Upfront Top $10B in 2012?"

"Despite the plethora of available advanced TV options—in particular DVRs, online TV, VOD and over the top (OTT) services—live TV is still the preferred choice of TV viewers of all ages."

--David Tice, Vice President and Group Account Director at Knowledge Networks
RapidTVNews | July 10, 2011 "Live TV bests catch-up TV, online TV, VOD"

"Much of what makes media advertising special is its scale, not its singularity."

--Dave Morgan, CEO of Simulmedia
MediaPost | June 30, 2011 "What if We All Got Different Ads During the Super Bowl?"

"Television inhabits a certain sweet spot that may or may not lead to a transactional event. Either way, however, viewers will certainly be entertained and engaged."
 
--Mark Lieberman, Chairman and CEO of TRA, Inc.
TV Board | July 25, 2011 "Why Television?"

"TV is simply a triumphant medium."

--David Goetzl, MediaPost writer
Television News Daily | July 20, 2011 "TV Paradox Continues: Medium Flourishes Despite Odds"

"Social  networks are the place we discuss the things that are the most top of mind -- and for many of us, that means talking about the TV shows we love."

--Bill Wise, CEO of MediaBank
Online Metrics Insider | July 12, 2011 "The Most Powerful Channel for Media Data? It Might Be TV"

"Connectivity and computational power means more content choices and a more robust experience. That means more TV."
 
--Dave Morgan, CEO of Simulmedia
Online Spin |June 16, 2011 "Top 10 Consequences of 350 Million Connected TVs in 2015"

"...corporate profits are a leading and important indicator, probably the most important indicator, of future ad spend."

--David Cassaro, president for ad sales at NBCU Cable
Broadcasting & Cable | July 7, 2011 "Can Cable Upfront Top $10B in 2012?"

Television is still critical for establishing a brand’s presence. “How would you know to go look for the Shake Weight, if you’ve never heard of it before?”

--John Yarrington, the publisher of Response Magazine
NY Times | June 29, 2011 "Impulse Buying on TV Enters an Even Faster Phase"

"In a relatively fragmented connected consumer electronics market, the pay-TV package is still the best means to get the widest range of content."

--Jason Blackwell, ABI Research practice director
MediaDailyNews | June 28, 2011 "Subscription TV Resists Cord-Cutters"

"In the 21st Century, men are emerging as an incredibly valuable component in the marketing mix. They make purchases on their own, and have significant input in the decision-making process in the majority of households."

--Jacobs Media, Marketing to Men study
BizReport | June 22, 2011 "Modern males play greater role in purchase decisions"

"The television remains the standard CE [consumer electronic] device for most people. ...the growth of options for viewing television content - from televisions to computers to smartphones - will only help content providers expand viewership."

--CEA report
BizReport | June 7, 2011 "Americans not tuning out TV, are looking for more options"

Election Advertising

"...the web is still seen as a supplement to the main event on TV. “That’s where the undecided voters are."

--Ken Goldstein, Campaign Media Analysis Group president
Deadline | June 28, 2011 "TV Stations to Reap 2012 Election Windfall"

"Hell has frozen over. In the decade that I've been at the company we would never have thought there was value [in a Super Bowl ad]."

"And so because we have the ability to measure search traffic, we actually looked at the incremental search traffic we got from this particular virgin ad, and it paid for itself."

"We strongly believe that advertising has value. We believe that relevant ads are worth the money."

--Eric Schmidt, Google's executive chairman
Campaign | June 22, 2011 "Google's Schmidt: 'We strongly believe that advertising has value' "

"While wireless gadgets are the 'most personal device and something users feel close to,' TV has the advantage that its audience is receptive and waiting to be entertained and humoured.”

--Microsoft and BBDO
Bloomberg | June 20, 2011 "TV Advertising Gets Microsoft Backing Amid 'Web Guerilla' "

Over-the-top (OTT) video services have yet to make a significant impact, largely because there are too many standards, many are too hard to use, and, “we are passive viewers and linear addicts” that prefer to watch television live.

--Duncan Stewart, director of research, technology, media and telecommunications with Deloitte Canada
Cartt | June 15, 2011 "Banff 2011: 'The future of TV is TV' and other top tech, telecom and media trends"

“TV will remain a mass market. Brands still need to [reach] mass markets out there and good TV is delivering on multiple platforms by becoming good at engaging social networking.”

--Jerry Brown, associate partner, entertainment and media, PwC
Media in Canada | June 15, 2011 "PwC Reveals Media Spend Forecast" (subscription required)

Television upfront:
“Fundamentally, an upfront is a sellers’ market. The reason the system works as well as it does for TV is it rewards scarcity. There is no such thing as scarcity in the digital arena.”

--one agency higher-up
Adweek | June 20, 2011 "Web Video Again Fails to Diminish TV Upfront"

TV continues to grow its share of the global ad market, unlike print or radio, and it’s “super media” status continues to strengthen.

“Building an ad campaign without TV at the core is like buying a car that doesn’t have an engine.”

--Duncan Stewart, director of research, technology, media and telecommunications with Deloitte Canada
Cartt | June 15, 2011 "Banff 2011: 'The future of TV is TV' and other top tech, telecom and media trends"

"It's very tempting to drink the 'free' social media Kool-Aid. But step away from the ledge. Sure, social media is and will continue to be a tremendous medium for brands to connect with their customers. But it takes very careful analysis before you shift spend from higher cost items that actually drive sales to wildly developing brand advocates in the hopes that they will light up their social graph on your behalf."

--Bob Fetter, SVP, sales and marketing, at Pluris Marketing
Online Metrics Insider | June 1, 2011 "Why Marketers That 'Like Results Must Spend With Care In Social Media"

“Sports is critical to your local image and critical to your impact in the community.”

“There’s an emotional attachment to sports. That helps you monetize it, both on-air and online. You have certain advertisers that buy into sports for that reason.”

--Todd Weber, vice president and general manager, WTHI Terre Haute
Broadcasting & Cable | May 30, 2011 "Stations Game for Sports Growth" (Subscription required)

TV ratings for all major events (Olympics, Grammy's, NCAA Tournament, Super Bowl, etc.) are up significantly.

As it turns out, social networks, the internet and television are actually all quite complimentary to one another. "The internet is our friend, not our enemy."
 
--Les Moonves, chief executive of the CBS Corporation
Marketing: Health | May 24, 2011 "Don't Count Out Traditional Media!"

“We are seeing social media working in concert with TV, it’s the two screen experience. People are sitting there with their tablet or smart phone in one hand and they are watching TV at the same time. We are seeing the re-linearization of television.”

--Duncan Stewart, director of research, technology, media and telecommunications with Deloitte Canada
Cartt | June 15, 2011 "Banff 2011: 'The future of TV is TV' and other top tech, telecom and media trends"

In the five years that Netflix has been streaming content in the US:

"...television ratings have gone up, total linear viewings have increased, cable households have increased, overall pay subscription services have increased and, in fact, the parallel that we have with (U.S. pay TV network) Starz, where we have the exact same movies in the exact same window, and last year they grew by 600,000 subscribers. When you look at these numbers you’d say ‘if Netflix subscribers are the most likely to cut cable’, then cable should be breathing a big sigh of relief because no one seems to be doing it.”

--Ted Sarandos, chief content officer for Netflix
Cartt | June 15, 2011 "Banff 2011: Netflix is no threat, just a new avenue for Cancon"

Social TV

"There is an important relationship revealed between television and the internet. TV is often a spark for word of mouth, with conversations taking place immediately after TV advertising exposure. The internet often plays an important role as a follow-up to a word of mouth conversation for research and buying."

--Ed Keller, CEO of the Keller Fay Group
Keller Fay | June 3, 2011 "Supercharging the Path to Purchase via Word of Mouth"

"Today, networks, advertisers, and agency middle-men are more focused on the traditional role of network advertising as a vehicle for reaching large audiences with 30-second commercial messages in quality content. While networks offer program sponsorship packages, billboards and a wide spectrum of marketing and research enhancements, these are secondary to the primary role of network television as the lead artillery -- spraying brand messages across a wide audience."

--Jack Myers, media economist and chairman of Media Advisory Group
Jack Myers ThinkTank | May 17, 2011 "Network Upfront Week: It's All About Content, Content Content"

"Social media and television work very synergistically because TV has always been a social medium."

"TV is about creating ‘water-cooler moments,’ only now they don’t take 12 hours till you’re at school or the office. They happen in real time."

--Carolyn Everson, vice president for global marketing solutions at Facebook
NY Times | May 15, 2011 "TV Networks Expect a Jump in Spending on Commercials"

"For companies to avoid shifting advertising and marketing attention toward older [consumers] is a big mistake. You risk not only growth, but at some point you risk your brand."

--Alan Wurtzel, president of research for NBC Universal
NY Times | May 13, 2011 "In Shift, Ads Try to Entice Over-55 Set"

"...traditional TV advertising doesn't 'share' a page/screen with its content; it takes over completely."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | May 11, 2011 "Can TV's Own '38 Special' Hit The Mark For Marketers?"

"Using sight, sound and motion is still one of the best ways to tell a story, and that's why TV endures."

"TV is a viable medium and an important part of our mix, and it will continue to be, but advertisers are not interested in single-medium conversations anymore."

--Wendy Clark, senior VP-integrated marketing communications and capabilities at Coca-Cola
Advertising Age | April 21, 2011 "For Top CMOs, TV Remains Surest Bet for Advertising"

Freshpet's use of TV:

"We saw 30% sales lifts -- I mean sustained lifts -- with the television, so the power of that medium for our strategy was clear."

--Kathryn Winstanley, Freshpet VP
Marketing Daily | June 1, 2011 "Freshpet Launches Major TV Campaign"

"...entertainment companies have a real opportunity to regain trust by articulating a stronger value proposition to their consumers and by offering the opportunity to engage with them through multiple platforms."

--Gail Becker, president of Edelman's Western U.S. Region
BizReport | May 30, 2011 "Social media is a form of Entertainment, say users"

"Humans yearn for community and shared experiences, which is also why social media has become such a powerful force. Like it or not, as our culture grows and becomes more diverse, TV continues to be the means to provide shared experiences."

--Tom Denari, president of Young & Laramore
Advertising Age | April 19, 2011 "Snooki Proves TV Is More Relevant Than Ever"

"Social media is about building trust. It softens the ground so the seed of a sale can take root and grow.  Social media is a relationship strategy, not an advertising strategy.  It is about getting people to spend more time with your brand, which will ultimately drive purchasing, but not right away."

--Graeme Newell, brand consultant
RBR/TVBR | April 7, 2011 "Social Media Marketing: Building from the relationship up, not the sale down"

"The cultural significance of TV is what gives anyone (or anything) on it some level of credibility, and more often, celebrity. Without realizing it, we believe that if it's on TV, it must be legit. TV has the power to create and strengthen almost anything."

--Tom Denari, president of Young & Laramore
Advertising Age | April 19, 2011 "Snooki Proves TV Is More Relevant Than Ever"

"Advertisers continue to rely on network and syndicated television to provide high quality series programming and reliably large audiences for their brand messages. The networks' future digital ad revenue growth depends on a solid foundation of successful quality programming."

--Jack Myers, media economist and chairman of Media Advisory Group
Jack Myers | May 17, 2011 "Network Upfront Week: It's All About Content, Content, Content"

“You’ll probably want to lay down your money in the upfront market because nine years out of 10, you’re likely to do better in the upfront than in scatter.”

--Steve Kalb, senior vice president and director for video investments at the MediaHub division of Mullen
New York Times | May 15, 2011 "TV Networks Expect a Jump in Spending on Commercials"

"Broadcast ratings are still chased by big TV marketers budgets because research still shows -- even with all the entertainment options out there -- that all kinds of traditional TV programming still sell product."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | May 13, 2011 "TV Networks And Marketers: Place Your Bets, Good Time Guaranteed"

"Television is much more emotionally engaging than online advertising. But combining the two provides maximum brand equity, especially if the web content is related to the TV experience."

--Fox (from their upfront presentation)
Broadcasting & Cable | May 9, 2011 "Fox Makes Multiplatform Case"

"TV still draws more viewers and more viewing time than anytime else -- dwarfing all new digital platforms combined."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | May, 19, 2011 "New Network Shelf Space: Forgotten Time Periods, Inventing 'Schnursday' "

"Social media like Facebook, Twitter and YouTube seem to be stimulating renewed interest in watching television, making commercial time potentially more valuable as viewers seek to share with family and friends comments about Hail Mary passes, awful gowns or pitchy singers."

--Stuart Elliot, advertising columnist for the New York Times
New York Times | May 15, 2011 "TV Networks Expect a Jump in Spending on TV Commercials"

"It's the full-length content that gets the most usage across platforms. There's still an enormous value to keeping people in the linear world."

--Julie Simon, senior vice president, advanced services for Fox Networks Group
MediaDailyNews | May 3, 2011 "TV Execs: Story Is King, Shape It To Each Screen"

"Higher prices for TV commercials are, paradoxically, partly the result of shrinking audiences for big broadcast networks, as viewers scatter across the dial. Amid that fragmentation, marketers have a harder time reaching consumers, and still view TV ads as an efficient way to reach large audiences. That has kept demand high, even as lower ratings make viewers scarce, driving up ad rates."

--Sam Schechner and Emily Steel of The WSJ
Wall Street Journal | April 25, 2011 "Demand Builds for TV Ad Time" (subscription may be required)

"Real old-fashion television isn't dying. Consumers go to traditional networks because they deliver content in real time. Marketing tells them that."

--Wayne Friedman, West Coast Editor of MediaPost
TV Watch | May 10, 2011 "Can YouTube Shake Its Walmart Marketing Image In A Netflix World?"

"TV is still king. You want to reach across all generations? Run TV ads. ... it remains the mass marketer's ideal venue."

--Matt Thornhill, Boomer Project founder/president
Engage:Boomers | May 9, 2011 "When It Comes To Leisure Time, Watch Out For The Generation Gap"

"Can blue-chip advertisers get the same reach from those emerging screens as from TV? Not yet."

--Brian Steinberg, TV columnist for Advertising Age
Marketing Magazine | May 9, 2011 "Prices Likely to Rise at This Year's Upfronts"

Social media doesn't sell many cars:

"It's amazing that we put so much priority on social media when it's not making us a lot of money."

--Kevin Frye, eCommerce director for Jeff Wyler Automotive
Automotive News | May 2, 2011 "Facebook: Fun -- but sells few cars"

"Traditionally for us, TV has always been the cornerstone of our marketing plan. It was 10 years ago and it still is today. There are a lot of new tangential elements that have been added to the playbook that weren't around 10 years ago like online. But it's just as strong as it ever was, if a little different."

--Tim Palen, president of marketing at Linonsgate films
Advertising Age | April 18, 2011 "For Top CMOs, TV Remains Surest Bet for Advertising"

"Local television maintains its strength and appeal because of its ability to deliver viewers on specific days and times."

"With continued growth expected in its ability to leverage its over the air brand and continue the conversation with viewers through online, interactive and mobile local media, we see the television industry continuing its positive course through the decade."

--Rick Ducey, chief strategy officer and program director of BIA/Kelsey's Digital Strategies for Broadcasting practice
BizReport | May 2, 2011 "Forecast: Local TV Spend to Steadily Rise"

"...local television continues to show its value to advertisers by delivering the shoppers, voters, and influencers they want to reach."

--Mark Fratrik, Ph.D., vice president of BIA/Kelsey
Media Daily News | April 29, 2011 "2011 Forecast: Local TV Ad Revs Drop 10%, Digital Climbs"

"TV will continue to be an essential part of our marketing mix to reach people with our brands. People today don't just receive information from one source, so our brands develop ideas that are effective across a range of media types."

--Marc Pritchard, global brand-building officer of Procter & Gamble Co.
Advertising Age | April 18, 2011 "For Top CMOs, TV Remains Surest Bet for Advertising"

"...television is actually better because of the internet."

--Chris Geraci, a managing director at OMD
Television News Daily | April 13, 2011 "TV Market is Robust, but the Internet May Be a Reason"

"It turns out that TV's secret sauce is its ability to gather hundreds of thousands or millions of people for a shared experience."

--Caleb Kramer, engagement planner at MobileBehavior
Media Daily News | April 13, 2011 "Cross-Platform Conversation Boost Event TV"

"TV takes consumer head space unlike any other medium."

--Drew Panayiotou, Best Buy's senior-VP U.S. marketing
Advertising Age | April 21, 2011 "For Top CMOs, TV Remains Surest Bet for Advertising"

"Looking at the audiences of over 100 media...we see compelling evidence that 'traditional media' offer considerably more 'social value.' "

--Ed Keller, CEO of the Keller Fay Group
Mediabizbloggers | April 20, 2011 "How Social Are Social Media, Really?"

"Say what you will about a TV commercial but it has by far in the history of advertising been the most effective branding product and therefore takes the largest share of ad dollars even today."

--Diaz Nesamoney, founder and CEO of Jivox, an interactive video advertising tech provider
Marketing Daily | April 18, 2011 "Why Engagement is the New Click"

“If you look at the tweets about a TV show, a huge proportion come from when the show is airing live, not an hour later.”

--Robin Sloan, of Twitter’s media-partnership team
Marketing Magazine | April 18, 2011 "How Social Media Helps TV"

"...television is actually better because of the internet."

--Chris Geraci, managing director at OMD
Television News Daily | April 13, 2011 "TV Market is Robust, but the Internet May Be a Reason"

"People don't really buy a product or a service. They buy a solution to a problem."

--Ken Wong, Queen's School of Business professor of marketing
Canadian Business | May 9, 2011 "Loco for Lulu"

"...when it comes to 'social value,' all media are social, and that in several important ways 'traditional' media have a far more compelling story to tell than the social networking sites."

--Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers | April 20, 2011 "How Social Are Social Media, Really"

"It's hard to argue that from a media perspective, on a brand-awareness scale, that there's a more efficient play to do than TV."

--Kevin George, Beam Global Wine & Spirits Chief Marketing Officer
Advertising Age | April 18, 2011 "For Top CMOs, TV Remains Surest Bet for Advertising"

"If you want to get to a large audience with a clear message, TV right now is as good as it gets"

--Dan Creed, BMW of North America's top marketing executive
Automotive News | April 11, 2011 "BMW's new marketing boss is tuned in to TV"

TV and internet's virtuous circle:
“You’ve got this giant megaphone that is television that drives all this awareness, all this curiosity. And you’ve got digital that’s now really developed into something amazing, sitting there like a giant catcher’s mitt pulling people in.”

--Kris Magel, Initiative SVP and director of national broadcast
Television News Daily | April 13, 2011 "TV Market is Robust, but the Internet May Be a Reason"

"When you don't advertise you don't make sales. When you don't make sales you don't impress Wall Street."

--Jack Myers, media economist and chairman of Media Advisory Group
Jack Myers Media Business Report | April 11, 2011 "2011 Advertising Growth Sustained by Shift from Promotional Spending" (subscription required)

"Not only will TV get more advertisers, executives believe, it will be able to raise rates despite lower ratings. That is because television, unlike print or digital media, has a finite inventory of ad space; there are only 24 hours in a day."

Philly.com | March 29, 2011 "Philadelphia's stations scramble to cope with new financials and technological picture"

"Rather than disturbing the existing avenues of distribution, the continued growth of broadband penetration and use of online video provides a tremendous opportunity for growth in media consumption across all platforms."

--Glenn Enoch, vice president of Integrated Media Research of ESPN
Media Daily News | March 14, 2011 "ESPN Study Concludes Little Cord-Cutting"

"Still, commercials continue to create watercooler conversation, irrespective of any technology that enables commercial avoidance."

--David Verklin, CEO of Canoe Ventures
Media Daily News | March 28, 2011 "How to make TV Even Better"

“Let’s face it, the modern audience is watching television in ways they never did before. It’s what the modern television viewer wants.”

--Nic Sulsky, InGamer CEO
Marketing Magazine | March 10 2011 "Ont. Based InGamer Woos Broadcasters with Games to Tie Viewers to Live TV"

Baby boomers:
"They are the TV generation. It's where they grew up, and it's still their cultural touch point."

--Sheron Davis, behavioral sciences director at Omnicom Group's BBDO New York
Wall Street Journal | March 9, 2011 "Television's Senior Moment"

TV Brands
"One thing is sure: big recognizable brand names have increased in big value these days -- especially as TV ratings continue to fractionalize."

--Wayne Friedman, West Coast Editor of MediaPost
TVWatch | March 4, 2011 "Current Joins Cable's One-Hit Wonder Strategy -- But Will Viewers Keep Buying Into These Brand Extensions"

“Local advertising is sold not bought.”

--David Krantz, AT&T Interactive president and CEO
NetNewsCheck | March 3, 2011 "For Web Success, Give 'Em What They Want"

"Broadcast and cable network TV remains the engine that pulls the media and marketing train."

"Bottom line, the national TV marketplace is healthy. Marketers continue to depend on broadcast and cable network TV as the foundation of their advertising plans."

--Jack Myers, media economist and chairman of Media Advisory Group
Jack Myers Think Tank | March 29, 2011 "Television Network Upfront 2011/2012: "Them That Has Gets!"

"Most advertisers . . . are still interested in reaching the largest audience, as quickly as possible. Despite declines in ratings, local broadcast channels still provide the best opportunity to achieve that goal."

--Bernie Shimkus, vice president of research for Harmelin Media
philly.com | March 29, 2011 "Philadelphia's TV stations scramble to cope with new financial and technological picture"

“Even though online advertising has been robust, it hasn’t stopped advertisers from keeping the bulk of their budgets right on TV.”

“TV remains supreme because it’s still seen as a mass-reach vehicle that drives awareness.”

--Geoff Ramsey, eMarketer CEO
Marketing Magazine | March 29, 2011 "Internet Habits Help, Not Hurt, TV Viewing: Study"

Why Century 21 uses TV:

"TV still resonates, and their agents love it, and it feels like it's a great way to connect their agents to their customers."

--Steve O'Connell, executive creative director for Red Tettemer
Advertising Age | March 28, 2011 "Century 21 Goes Back 'Big' to TV, Buys 2012 Super Bowl Spot" (subscription may be required)

"... by embracing the internet as a platform that encourages audiences to participate in discussions about their favourite programs, television is maintaining its hold on the public... "

--Phil Asmundson, Vice Chairman Deloitte LLP
Research Brief | March 23, 2011 "TV Advertising Most Influential"

“Today’s audiences consume TV the art form, not the platform.”

“For a certain group of people, [cord cutting] will never happen because they don’t have the technological know-how.”

--Shelly Palmer, host of NBC Universal‘s Live Digital with Shelly Palmer
Marketing Magazine | March 22, 2011 "Shelly Palmer Balances The Future And Present At Media Experts Conference"

“Local relationships are the difference between selling and not.”

--Brooke Knight Warner, general manager, interactive, of WBOC in Delmarva
NetNewsCheck | March 3, 2011 "Keeping It Simple Key To TV Online Ad Sales"

"In advertising and marketing communications, the bottom line is the bottom line. Period."

--Vincent Vassolo, founder of Vim, Vigor & Vassolo
Engage:Boomers | March 3, 2011 "Creativity Works Magic"

"I don’t think OTTs are a “game changer”, but rather they are just a lower-tiered addition to the existing licensing ecosystem."

"When you strip away all the hyperbole regarding OTTs’ long tail appeal, and social media features, the OTTs will only survive if they can gain enough subscribers to secure the first run content that people actually want to watch; long tail and second run content selections are no longer product differentiators."

--Michael Kokernak, president and CEO of Across Platforms
RBR/TVBR | March 15, 2011 "OTT threat is overstated"

"Television has the power to make a brand, drive desire and create great successes."

--Randa Minkarah, SVP of revenue and business development at Fisher Communications Inc.
TVNewsCheck | February 24, 2011 "Reinventing Local With A Multiplatform Focus"

"TV usage continues to grow --even if in a splintered marketplace."

--Wayne Friedman, West Coast Editor of Mediapost
TV Watch | February 15, 2011 "TV's Potential Feudal State -- And The Serfs It May Need"

Boomers:

"Rather than saying a 22-year-old is more valuable than a 58-year-old, we're saying, 'Look, the fact is an affluent 58-year-old is certainly more valuable than a 22-year-old who is just getting by.' "

--David Poltrack, chief research officer at CBS Corp.
The Wall Street Journal | March 9, 2011 "Television's Senior Moment"

Porter Airline's move to TV:

“We’ve done a lot of great print over the last few years, we’re on the web, we’re on radio…  the next step in our marketing strategy is to increase the noise about us and to give people a sense of what we’re all about [on TV].”

“Mr. Porter’s personality is obviously our brand personality–it’s clever, it’s cheeky, it’s refined, it’s service oriented. I think that you’re able to take that [only] so far in other media, but I think making him three-dimensional was a real opportunity for us to raise appreciation for the brand.”

--Elizabeth Margles, Porter’s vice-president, marketing and communications
Marketing Magazine | March 7, 2011 "Porter launches first television campaign"

"Television advertising is not declining in importance, but it will evolve with the increased use of PVRs, on-line TV viewing, and mobile access to TV programming."

"The frequency component of GRPs may decrease, so advertisers should focus more on the importance of Reach."

--John Hallward, Ipsos President, Global Product Development
Ipsos | March 7, 2011 "Advertising Research: 2011 Trends to Watch" (free registration)

"In the name of a complete experience for the viewer, TV has gone social like never before."

--Jane Hamilton, media blogger
MyMediaInfo | March 2, 2011 "The Small Screen Goes Social: How Twitter is Changing Television"

"Advertisers and especially local businesses value their local broadcast stations as an efficient way to meet their community and customers."

--Tom Udall, Senate Commerce Committee member
Broadcasting & Cable | March 1, 2011 "Broadcasting Still Matters, Big Time"

The 30-second spot:

--David Kline, president and COO of Rainbow Advertising Sales Corp
Media Daily News | March 2, 2011 "Death of 30-Second Spot Has Been Greatly Exaggerated"

"Canadian advertisers are changing the mix of their ad placement but TV has maintained its share. It still remains the number one choice for advertisers and one-third of total ad dollars get placed in TV."

--Mediabrands' Chris Herlihey
Media in Canada | February 28, 2011 "Specialty is still special: BRC" (subscription required)

"Effective advertising is the best way to move soup out of the pantries and on to the table."

--Denise Morrison, Campbell Soup Co. Chief Operating Officer
Advertising Age | February 25, 2011 "P&G, Colgate, Clorox to Raise Prices, Marketing Spending"

"Television is the medium that fills the sales funnel in the quickest manner possible."

"The internet is the key in a multiplatform play for the consumer to quickly find additional information. The internet itself does not drive desire; however, the information on the internet narrows the sales funnel by eliminating those customers who after getting more information, eliminate themselves."

--Randa Minkarah SVP of revenue and business development at Fisher Communications Inc.
TVNewsCheck | February 24, 2011 "Reinventing Local With A Multiplatform Focus"

"TV is cultural glue. People love talking about TV, off- and online, almost as much as they love watching it."

--Adam Chmielowski, director at Flamingo, a global brand and insight consultancy
Admap | January 2011 "Slowly does it" (subscription required)

"Network television is still unbelievably strong, it never went away … New media's great. It augments broadcast, but broadcast is still the place where you can reach 111m people."

--Leslie Moonves, chief executive of CBS
WARC | February 22, 2011 "Broadcasters go social"

Auto dealer to sales reps:

"I want to keep growing. I want to sell more cars. ... If they can’t say, ‘Let me show you a way to sell more cars,’ I don’t care."

--Scott Fink, Hyundai Dealer - 3rd largest in the U.S.
TVNewsCheck | February 18, 2011 "Broadcast TV Puts Car Dealer In Fast Lane"

"The truth is, it's often easier to rally people against something than for something. Just think of some of the most successful social and political movements through history — up to and including the current Tea Party movement. More often than not, these movements start with people protesting against or saying 'no' to something."

--Scott Goodson, founder and Chairman of Strawberry Frog
Harvard Business Review | February 15, 2011 "What is Your Brand Against?"

"...the TV experience continues to operate as 'emotional central heating.' "

--Adam Chmielowski, director at Flamingo, a global brand and insight consultancy
Admap | January 2011 "Slowly does it" (subscription required)

"You need television spots that are obviously humorous and creative, that cause a conversation, that have some kind of cause or meaning behind it."

--Scott Keogh, Chief Marketing Officer of Audi U.S.
Advertising Age | January 31, 2011 "Marketers Suit up With Twitter, Facebook for 'Social Bowl' " (subscription may be required)

"Despite some rumours to the contrary, there is no question that television will remain the primary medium to deliver content, engage viewers and drive advertiser's content to viewers."

--Brad Shaw, Shaw Communications CEO
Media In Canada, February 16, 2011 "Brad Shaw addresses BES lunch crowd" (subscription required)

Cord-cutting experiment:

"Constantly having to pick what to watch next was daunting not only because it interrupted the usual flow of TV-time activities in the house or required interacting with unfamiliar interfaces but also because of the cognitive load involved in considering all of the numerous content alternatives."

--Hill Holiday Report
Hill Holliday | January 29, 2010 "Experiment: One Week Without Cable"

"...the bottom line is that TV advertising still works, and TV advertising spending continues to grow. It is growing because consumers are watching more TV than ever before, despite all the time they're spending doing everything else."

--Joe Mandese, Editor of MediaPost
Media Daily News | January 26, 2011 "DVRs Approaching Critical Mass, Finally: Prove More of A Whimper Than A Big Bang"

"The future of TV is TV: PVRs, internet TV and other media do not threaten, replace or even compete with traditional TV - they complement it."

--Deloitte report
Deloitte | 2011 Canadian TMT Predictions

"Developing a campaign with universal family appeal does more than just bring dads (and kids and even grandparents) into the conversation, it actually gives mom the opportunity to use your campaign as a way to connect with her own family."

--Patti Migglin, marketing consultant specializing in marketing to moms
Engage:Moms | February 9, 2011 "What We Learned From VW's Super Bowl Success"

"...consumers perceived a digital movie service akin to paying some sort of DVD rental or pay-per-view fee. But what about a TV show? Consumers are still not use to paying for that -- even given the success of iTunes."

--Wayne Friedman, West Coast Editor of MediaPost
TV Watch | February 8, 2011 "Paying For Digital Movies Easier To Stomach Than Paying For Digital TV Shows"

"Consumers want programs available to them and if we don't find ways to provide it, piracy will rear its head again. It's also why we put some content online. There's no evidence there is cannibalization, and online is a better experience for our programs than DVDs. There's no fast forward, we can control the advertising load, and we receive valuable data."

--Jeff Zucker, CEO of NBC Universal
Jack Myers ThinkTank | February 8, 2011 "Jeff Zucker's Final NBCU Observations"

"TV still works, ...no other medium has come up with anything that approaches its unique scalability. Online search is great, but it cannot scale like TV. ... For now, TV is still king."

--Joe Mandese, Editor of MediaPost
Media Daily News | January 26, 2011 "DVR Approaching Critical Mass"

"Record numbers of viewers for Super Bowl XLV, a decisive victory for the enduring power of TV as a branding and marketing medium."

brandchannel | February 7, 2011 "Super Bowl XLV: Brand MVPs"

"It is notable that the interfaces, poor structure for content sampling, upfront payment systems, and web lag times are sources of real frustration to real world families. Once you take these units out of the hands of geeks like us, the response to their complexity and 'choice' is curious and daunting."

--Steve Smith, digital media critic and consultant
Online Video Daily | February 1, 2011 "Cord Cutters Suffer the 'Paradox of Choice' "

On using TV ads in the Super Bowl:

"It's not a bet if you know the outcome."

--Bob Parsons, GoDaddy Founder
Washington Post | February 2, 2011 "Is $3M Worth It for a Super Bowl Ad? Ask GoDaddy"

"TV is invisible until it’s shut off."

"It’s a bit like walking: you are aware of the direction in which you are headed but you don’t really focus on the individual steps until you come across an unusual terrain. The exclusively on-demand nature of the devices [internet TV boxes] is just such an unusual terrain that makes you think not only about 'where' but also about the specifics of 'how'."

--Hill Holiday Report
Hill Holliday | January 29, 2010 "Experiment: One Week Without Cable"

"In 2011, television will solidify its status as the current super media, defying some commentators' prophecies of imminent obsolescence."

--Deloitte report
Deloitte | 2011 Canadian TMT Predictions

"Super Bowl ads are more powerful than ever because they are available in so many formats, often long before and after the football game. And that's not bad."

"The ads are seen by millions of people who don't see the football game, and they can be viewed multiple times in a variety of formats. Running a 30-second Super Bowl ad is no longer a one-time thing."

--Dr. Chuck Tomkovick and Dr. Rama Yelkur, University of Wisconsin-Eau Claire marketing professors
NYSportsJournalism | January 26, 2011 "Super Bowl Ad Study: 'Celebrities Have Lost Their Influence' With Consumers"

"The recent global economic recession - and Madison Avenue's own economic rollback - have proven the vitality of television, which increased share as marketers cutback on total advertising and consolidated spending on media they believed would generate immediate returns: TV and digital media, including the next generation of TV, online video."

--Joe Mandese, Editor of MediaPost
Media Daily News | January 26, 2011 "DVRs Approaching Critical Mass, Finally: Prove More of A Whimper Than A Big Bang:

"What matters about Boomers is not that they are old (even assuming that people feel old at 65), but that no one in this famously youth-obsessed generation can still pretend that she (and millions more of them are women) is young."

--Stephen Reilly, founder and CEO of VibrantNation.com
brandchannel | January 7, 2011 "The 1st Baby Boomer Turns 65 - and Why It Doesn't Matter"

"Somebody who uses Apple TV only could be spending easily $100 to $120 a month just (renting shows) for a few hours a day." That's why most people who are attracted to Web TV think of it "not as a substitute, but as a supplement" to pay TV.

--TiVo CEO Tom Rogers
USA Today | January 6, 2011 "Web and other options are shaking up how we watch TV"

“Somebody forgot to tell the TV industry (the internet) is destroying everything. There are websites that are devoted to nothing but the shenanigans of people who are on TV . . . TV is the hub around which many other media revolve.”

--Duncan Stewart, research director for Deloitte Canada
Toronto Star | January 18, 2011 "Traditional TV will prevail, say tech predictions"

“In short, television will likely continue to command a growing share of the world’s attention and wallets and will retain its leadership among all media in terms of total revenues - including ad sales, subscriptions, pay-per-view and license fees."

--Deloitte
Marketing Magazine | January 18, 2011 "Social Media Ad Revenue Limited, TV to Stay 'Super Media': Deloitte"

"Social media's greatest virtue is that it enrolls a passionate community - not just a general audience."

--Graeme Newell, a broadcast and cable marketing consultant who specializes in relationship branding using core emotional drivers
RBR/TVBR | January 17, 2011 "Social Media Marketing Tactics for Television"

For all the talk of booming digital advertising dollars and the death of the old-fashioned 30-second TV spot, buyers anxious to drop the same dollar amount on webcasts as they did on broadcasts remain few and far between.

"Most of them wanted to get involved. But we kept hearing that the challenge was, 'I don't know how to bring (the web) into my national buy when I need the same demographic guarantees I get with TV.' "

--Rob Tuck, head of advertising sales for CW
Variety | January 12, 2011 "Watching the TV watchers"

"Socialized TV is especially important for marketers as it increases real-time viewing of broadcasts that may otherwise be eroded by DVRs."

--Tim Harris, Senior Vice President at Denuo
Media Daily News | January 11, 2011 "CES 2011: Trends, Implications For Marketers"

Why auto dealers kept television during the recession:

"...the reason is because it’s so broad and it covers such a wide range of markets and depending on the timeframe that you utilize TV it can be very effective for you.”

"When we start feeling confident we become more aggressive and when we become more aggressive we start marketing more and marketing means we’re going to spend more money.”

--Bill Perkins, Vice Chairman of the North American International Auto Show and President of Detroit-based Perkins Automotive Group
RBR/TVBR | January 10, 2011 "Dealing with automotive: What dealers expect from local media"

"Social media has demonstrated that it can be a useful marketing tool, on the order of event marketing or sampling or word of mouth programs, but it is dangerously delusional to believe the hyped up headlines that 'mass media is dead.' As professionals, we need to see enough of the big picture to put our money where our market is - and 5 hours a day, that's sitting on the sofa in front of the TV set."

--Marti Barletta president and CEO of The TrendSight Group
Media Creativity | December 13, 2010 "Can TV Ads Really Sell Anything? Ask Broccoli"

"Consumers want free TV content on more screens, It's that simple"

--Cheryl Kellond, chief operating officer of Panache
Marketing Daily | December 9, 2010 "Let's Talk About Engaging Viewers"

"Television stands out in its ability to be the spark for a conversation, often while people are watching together and find themselves talking about the advertising messages. Advertisers wanting to start lots of conversations quickly have to consider television."

--Brad Fay, Keller Fay Group and Graeme Hutton, Universal McCann
Admap | November 2010 "Advertising worth talking about"

The pay TV business "isn't going to change much" in the next three years. Cord-cutting "is happening on the fringes. I'm not seeing anything substantial."

--Bruce Leichtman, Leichtman Research Group President
USA Today | January 7, 2011 "Web and other options are shaking up how we watch TV"

"A new Golden Age of Television has arrived, offering consumers with the ability to interact with programming and applications in new ways, on new screens and new places."

--Mark Lieberman is co-founder, Chairman and CEO of TRA, Inc.
TV Board | January 3, 2010 "Goodbye Empty Black Box, Hello Smart TV"

“Even with the advent of internet TV, the broadcast and cable networks that invest heavily in exclusive content rights to popular programming and sporting events that command high viewership ratings will be protected from online competition over the next 10 years.”

--Neil Begley, Sr. VP Moody’s
RBR/TVBR | January 3, 2011 "Moody's sees broadcast TV safe for the next decade"

Internet connected TV:

--Ross Rubin, director of industry analysis at NPD
Marketing Daily | January 3, 2011 "NPD: People Want Internet-Connected TVs"

“The general tenor of clients seems to be on the side of optimism.”

"One reason for the resiliency of television as an ad medium, is that many consumers are going online or using their mobile devices as they watch TV, meaning that new media are feeding the growth of a traditional medium rather than stunting it."

--Adam Smith, futures director at GroupM, the media unit of WPP
The New York Times | January 2, 2011 "After Two Slow Years, an Industry Rebound Begins"

Ad dollars for targeted TV spots coming from Best Buy's direct-mail budget or even its internet budget because "it's still difficult to emotionally engage consumers" with online banner and search ads.

--Drew Panayiotou, Best Buy's senior vice president of marketing.
The Wall Street Journal | December 20, 2010 "Targeted TV Ads Set for Takeoff"

"The argument that TV is the old medium has been refuted very well. Network TV is still the best game in town, and we've proven that."

--CBS CEO Leslie Moonves
MediaBizBloggers | December 14, 2010 "Moonves, Zucker, Zaslav, Carey Deliver Annual Updates"

“The evidence from us and from many of our peers – not just in Canada but around the world – is that ... our ability to maintain audience loyalty is in fact increased as we give them more convenient access to this [online TV] content.”

--Claude Galipeau, Rogers Media's senior vice president and general manager of digital media
The Globe and Mail | December 13, 2010 "TV execs see more web watching in 2011"

"Local is becoming more and more important. We are moving in a world of communities, and the first form of community is the local community where you live."

--Maria Luisa Francoli, CEO of Havas Media North America and its MPG Global subsidiary
TVNewsCheck | December 13, 2010 "Broadcast TV Still Go-To Community Medium"

Television's resilience:

“The success story, perhaps surprisingly, has been television.”

"Consumers’ embrace of technologies like digital TV, HDTV and DVRs helps keep them watching, which helps keep marketers buying commercial time."

--Steve King, chief executive at the ZenithOptimedia media division of the Publicis Groupe
The New York Times | December 6, 2010 "Still Counting on the Power of Television"

"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)

Past Quotes