Quotable Quotes
Quotes from influential people and organizations in support of using television advertising. See some Past Quotes.
"...virtual social friends 'connect' and bond through what is easily known – the products of our mass culture industries – film, music and television. It is here that we begin to see how Culture becomes Currency and why there will always be a need for its mass production. So while social media provide the infrastructure to connect, it is the mass media that provide our common ground."
Stacey Lynn Schulman, Chief Research Officer at TVB (US)
Myers Media Business Network | May 15, 2013 "Cultural Currency - There's Still Magic in Mass"
"VOD viewing is generally additive and is taking leisure time that was used for other things."
Sarah Rose, Commercial & Business Development Director at Channel 4
Videonet | May 14, 2013 "Why VOD is such good news for Channel 4"
"TV is the most powerful medium at our disposal. Of course you have to market to people as individuals as well, but in doing that you can’t forget you also have to talk to a broad audience as well. Because I don’t know where my audience is going to be or where it’s going to come from."
John Hegarty, legendary adman and founding creative of BBH
Media in Canada | May 13, 2013 "On the MiC: Sir John Hegarty on Revaluing Creativity" (subscription required)
"TV's still the most powerful, persuasive medium that's every been invented for advertising. I think that one of the things the industry has got confused about over the last 10 or 15 years is the difference between persuasion and promotion. TV is a persuasion medium. Digital is by and large a promotion medium. And TV is having a golden age, an absolute golden age."
John Hegarty, legendary adman and founding creative of BBH
Marketing Magazine | May 7, 2013 "Hegarty: What's Wrong With Advertising"
Reality TV resonates with advertisers
"For reality TV, you want viewers to connect with the contestants, root for a favourite and feel engaged throughout the whole series; it’s that engagement with the viewer that’s one of main reasons clients want to associate themselves through sponsorships with specific shows."
Rosemary Cooper, Group Video Director, ZenithOptimedia Canada
Media in Canada | May 8, 2013 "The impact: Social media spoilers and TV" (subscription required)
"We still have a human and social need for some kind of media that allows us to gather. We see that with sporting events that are broadcast, we see that with the Olympic Games. There are certain moments in media that bring most people together and families look for those things."
Catharine Lumby, media professor of Macquarie University
The Sydney Morning Herald | May 4, 2013 "How TV Turned Itself Into a Big Event"
“Social media provides us with an incredible toolbox that allows us to take a great piece of programming and spread it to the masses in a way that can be much more impactful than straight advertising.”
Danielle Mullin, Vice President for Marketing at ABC Family
Digital Trends | April 29, 2013 "How TV and the Internet Melted Into One World"
A growing digital media landscape:
"With all this chaos, conflict and competition is it any wonder that both advertiser and agency executives revert to their tried-and-true practices, investing the majority of their video ad budgets into broadcast and cable networks? The more options that emerge, the stronger the traditional players become. Inertia in the face of change is a powerful force."
Jack Myers, media economist and chairman of Media Advisory Group
Jack Myers Media Business Report | April 29, 2013 "Newfronts and Upronts and Outfronts, Oh My! Inertia in the Face of Change is a Powerful Force" (subscription required)
"Pay TV remains relatively unscathed through difficult economic times because it is a virtually indispensible, good value, reliable form of entertainment."
Erik Brannon, IHS Senior Analyst, US Cable Networks
IHS Screen Digest | April 24, 2013 "State of the Canadian Pay TV Operator Market" (subscription required)
“With 63% of ad dollars being spent to advertise on TV, it’s clear that the medium is widely regarded as the most efficient and effective way to reach consumers.”
Randall Beard, global head of advertiser solutions for Nielsen
RapidTVNews | April 28, 2013 "TV Glows in 2012 Global Ad Spending"
"New viewers are finding [our] shows on a digital service, catching up on prior seasons and then tuning into AMC for new seasons in greater numbers, many for the first time."
Josh Sapan, president and CEO of AMC Networks
Adweek | April 29, 2013 "After Streaming Kills Cable, Where Will Content Come From?"
"Consumers are re-invigorating live TV. The feeling you get when you're tweeting about 'Homeland,' and you know there are 15,000 other people tweeting alongside you and potentially connects 100,000 people who are seeing the tweets, it's very different."
Andrew Somosi, CEO of SocialGuide and head of Nielsen’s social TV business
The Globe and Mail | April 26, 2013 "Mining the TV-Twitter Connection"
“How do you create an authentic one-to-one relationship with the consumer? Social TV is one way you can do that very effectively.”
Andrew Somosi, CEO of SocialGuide and head of Nielsen’s social TV business
The Globe and Mail | April 26, 2013 "Mining the TV-Twitter Connection"
"Serialized programs that unfold over multiple seasons give viewers more time to develop relationships with their characters. That's making these shows seem more 'culturally crucial' than stand-alone entertainment like movies or books."
Daniel Menaker, a former top editor at Random House and HarperCollins
The Wall Street Journal | April 25, 2013 "Can We Please Stop Talking About TV?"
“When you are doing bursts of advertising, you are getting impact. The moment you go dark, your message drops off significantly. And it will cost you so much more to build it back.”
Doron Wesly, Tremor’s head of market research
VidBlog | April 22, 2013 "Advertisers Can Capture Light TV Viewers with Online Ads, Tremor UK Study Says"
"Over the past five or six years the percentage of Canadians who say they don’t watch TV has doubled. But does that simply mean the definition of 'watching television' has blurred?"
Steve Burgess, The Calgary Herald
The Calgary Herald | April 19, 2013 "The New Golden Age of Television"
"Catch up TV - far from cannibalising linear TV - actually drives more people back to the schedule."
Multi-screening - "More people are equipped to respond instantly to, or interact with, programmes and ads. This is making TV advertising more effective than it's ever been."
Tess Alps, CEO of Thinkbox UK
MediaCom | April 2013 "The Future of TV"
"Television may now be experiencing another golden age. ...the offerings on the small screen have never been richer, more varied or more daring."
Steve Burgess, The Calgary Herald
The Calgary Herald | April 19, 2013 "The New Golden Age of Television"
"No longer are TV ads confined to the brand building function - you can get immediate interaction with your audience direct from you 30-second spot right now."
Fru Hazlitt, Managing Director, ITV
MediaCom | April 2013 "The Future of TV"
"Live TV remains the biggest show in town because if audiences don't watch the show live they will miss the subversive audience commentary that the second screen provides."
Bruce Daisley, Director, Twitter
MediaCom | April 2013 "The Future of TV"
"On demand services and [TV everywhere] have added a level of 'agility' to TV consumption which has enabled the medium to not just keep pace but thrive with viewing on laptops, phones, and tablets ensuring TV has never been more accessible."
Simon Broderick, Head of TV MediaCom
MediaCom | April 2013 "The Future of TV"
"Marketers believe that despite the benefits of targeting, online ad prices are still too steep and simply don't reflect the reality of a fragmented and unwieldy marketplace with a surplus of inventory."
Gail Tifford, UnileverPLC's senior director of media for North America
Online Video Insider | March 18, 2013 "Is That Light at the End of the Online Video Tunnel an Oncoming Train?"
"Social media interactions serve as reset moments after which viewers return to the TV screen with a higher engagement level."
Neuro-Insight
MediaDailyNews | April 5, 2013 "TV Engagement Heightened by Social Media Interaction"
“TV is a catalyst for search – the two mediums are intertwined.”
Mike Proulx, Hill Holiday senior VP and director of social media
Brafton | March 26, 2013 "What Content Marketers Need to Know About Social TV"
Online video primetime:
"...viewers are far more likely to remember a brand message - and plan to act on it - during traditional primetime hours (between 8PM and midnight)."
TubeMogul
BizReport | March 25, 2013 "Online Video Primetime Same Schedule as TV"
"People love TV ads that tell a story. People love ads that make them laugh, think, cry, grow and more. Still, when it works... it just works."
Mitch Joel, Twist Image President
Six Pixels of Separation | March 15, 2013 "Ads Worth Spreading 2013"
"But the important point for advertisers, in a world where TV is becoming truly platform neutral, is that overall we'll be watching more TV."
Tess Alps, CEO of Thinkbox
Thinkbox | A Year in TV 2012
"Live TV is still a leviathan."
Mike Bloxham, Executive Vice President of the Media Behaviour Institute
MediaPost | April 5, 2013 "Up in the Mountains With a Case of Consumption"
"I think the value proposition that television gives Canadians is astonishing. When you calculate the average $70 bill by the hour the average family watches, it's about 25 cents an hour."
Kevin Crull, Bell Media President
Globe and Mail | April 2, 2013 "Online TV Gains on Traditional Providers"
"There's been speculation for years that mainstream uptake of smartphones, laptops and tablets will have a negative impact on television viewing, but this study has found that the four devices actually work well together, resulting in greater overall consumption rather than having a cannibalising effect."
Jim Egan, CEO of BBC Global News Ltd (BBC World News survey)
RapidTVNews | March 2013 "BBC Survey Finds Tablet Owners Take More TV News"
"There has been a perpetual hype and buzz about Apple taking over the TV (and movie space), but this is far from reality. Unless Apple can obtain TV episodes (or movies) for a much lower price ... it is relegated to being a premium-priced provider."
Convergence Report
Globe and Mail | April 2, 2013 "Online TV Gains on Traditional Providers"
"Research has revealed what actually stimulates people's brand conversations and it is clear that investment in advertising - and especially TV - is key to getting people to talk about your brand positively."
Neil Mortensen, Research and Planning Director, Thinkbox
BizReport | March 20, 2013 "TV advertising biggest driver of brand conversations, on- and offline"
"Owned and earned online platforms amplify the effects of paid media by providing hubs for conversation, but delivering a long-term impact is best achieved via paid media – with the audio-visual power of TV being especially powerful."
Katherine Munford, Director at Data2Decisions
Warc | March 20, 2013 "TV Advertising Is Vital to Word of Mouth"
"Twitter’s presence as a top three influencer tells us that Tweeting about live TV is likely a significant indicator of program engagement.”
Andrew Somosi, CEO of SocialGuide
MediaPost | March 20, 2013 "Twitter Buzz Tied to TV Ratings"
"Ninety-seven percent of all video viewing in the U.S. still occurs on TV. Yes. Whether the data is from Nielsen, Pew or eMarketer, all agree that only a small fraction of video viewing in the U.S. today occurs on devices other than the TV."
Dave Morgan, CEO of Simulmedia
Advertising Age | March 20, 2013 "Want to Shift Ad Dollars Out of TV Into Web Video? Good Luck With That"
"Linear TV is the bedrock of how we watch TV and that is not going to change. Its continued strength underlines viewers’ preference for watching TV as it is broadcast and on a TV set. Viewing via personal devices is helping TV as a whole to expand."
Lindsay Clay, Thinkbox's Managing Director
Thinkbox | February 19, 2012 "TV Viewing Expanding Due to On-demand Viewing"
"While much talked about as a media channel, web video still has its share of challenges, especially around scale, content quality, ad load, usage concentration and price."
Dave Morgan, CEO and founder of New York-based SimulmediaAdvertising Age | March 15, 2013 "Want to Shift Ad Dollars Out of TV Into Web Video? Good Luck With That"
"Second screen initiatives allow a TV brand to stay relevant between episodes, seasons, and even at the end of its broadcast cycle."
CMF report
Evolumedia | March 2013 "The Second Screen and Television: Benefits and Impacts"
"After a [TV] show airs, social commentary often spills over for hours if not days. As a result, content creators, TV networks, and advertisers have new opportunities to engage their audience over longer spans of time."
Deb Roy, Director, MIT Media Lab's Cognitive Machines groupHuffington Post | March 5, 2013 "Television's Future Has A Social Soundtrack"
TV is a "communal activity that cannot easily be replaced."
PwC report
MediaDailyNews | February 21, 2013 "Despite Cord Cutting, TV Dominates Advertising"
"Netflix is for lovers of TV, not cord-cutters: must subscribe to TV, and also subscribe to premium pay TV; overall they are heavy TV content viewers."
MTM report
The Wire Report | February 20, 2013 "iPad is in the Hands of 16% of Canadians" (subscription required)
"Television is showing incredible resilience as Madison Avenue’s alpha medium."
Joe Mandese, Editor of MediaPostMediaDailyNews | March 7, 2013 "First Release of Actual TV Buying Data Shows It's Still Madison Ave's Alpha Medium"
"Linear TV remains potent and represents exceptional value… and second-screen engagement will further support [the medium]."
John Davidson, head of trading, Starcom MediaVest Group
Campaign | February 28, 2013 "Is Traditional TV Advertising Still Good Value for Money?"
TV is going strong - "The money going into TV advertising continues to rise, CPMs continue to increase, and TV is still the basis for most water-cooler discussions. If anything, the internet has made some TV shows stronger hits by being a forum for viewers to share opinions on their favourite shows."
Cory Treffiletti, senior vice president of marketing, BlueKai
MediaPost | February 6, 2013 "TV Is No Longer Simply A Device - It's an Experience"
"Marketers today know that in order to drive valuable outcomes, we must create experiences that harness the social nature of consumers, and how they share content related to a TV event like the Oscars is a great example."
Lisa Weinstein, President, Global Digital, Data and Analytics, Starcom MediaVest Group
Mediacaster | February 26, 2013 "Love Them or Hate Them, Millions of Americans Watched -- and Shared -- the Oscars"
“While clients may be more confident than they were in September 2008 pre-Lehman, with stronger balance sheets, these* increased levels of uncertainty combined with strengthened corporate governance scrutiny make them unwilling to take further risks.”
*Fragility of the Eurozone; turmoil in the Mideast; a “hard or soft landing” in previously high growth among BRIC nations, especially China; record U.S. debt; and the U.K.’s possible withdrawal from the Eurozone.
WPP report
MediaDailyNews | March 1, 2013 "WPP: 2012 Was 'Ugly,' This Year Doesn't Look Much Prettier"
"All the TV we buy creates profitable incremental growth for clients. It does that either within a short-term or longer-term model. Linear TV is still the only way to deliver high reach using audio and video, and with viewer engagement."
Mike Colling, managing director, Mike Colling & Company
Mediaweek | February 28, 2013 "Is Traditional TV Advertising Still Good Value for Money?"
"The web, social media, and mobile have evolved TV into a multi-screen experience that transcends devices. Not only are we watching more television than ever before, we’re interacting with programming on the 'second screen' in ways that enrich storylines and bring us together to virtually co-view. The modern era of television is a new media that’s more social, more connected, and more portable…and because of this TV is more alive than it’s ever been."
Mike Proulx, Senior Vice President and the Director of Social Media at Hill Holliday
Search Engine Watch | February 26, 2013 "Internet Is TV's Best Friend"
"Television is like rain and we catch the rain in buckets and re-deploy it to the social channels to make our sales opportunity and brand grow. We add momentum and velocity to the TV spot (the rain), capture it and circulate it back into the on-line process, thereby advancing the brand and buying cycle."
George Haynes, KIA’s Social & Digital Media Manager
Forbes | February 25, 2013 "Innovative Advertising Is About Integrating TV With Social"
"Viewing via personal devices … is relatively small, but it is growing rapidly and helping TV as a whole to expand. This is … great for advertisers for whom TV - the biggest digital medium - is expanding."
Lindsay Clay, Managing Director of Thinkbox
Warc | February 20, 2013 "UK Viewers Watch 47 Ads a Day"
"TV has immense staying power and will coexist with digital video for years, but if fans are going to illegal sites for episodes they cannot find legally, content owners are needlessly missing out on potential download, subscription and ad revenue."
Andrew Edgecliffe-Johnson, the Financial Times’ media editor
Financial Times | February 20, 2013 "New Screens Require New TV Strategy"
"Linear TV is the bedrock of how we watch TV and that is not going to change."
Lindsay Clay, Managing Director of Thinkbox
Warc | February 20, 2013 "UK Viewers Watch 47 Ads a Day"
"The fact is, television drives a large percentage of social media conversations in some way. Typically it's about what we're watching – or telling others they should be watching – but often it's passing along information that they've learned by watching television."
Don Seaman, Manager of Marketing Communications at TVB (US)
MediaBizBloggers | February 7, 2013 "TV's 'Mark Cuban' Influence"
Awareness of content still “overwhelmingly comes from television. As much as (new media) is the future, the present tense still looks like the past tense. Most people still find it through television."
John Landgraf, president of the FX Network
Hollywood Reporter | February 5, 2013 "Media Execs Divided on Netflix's 'House of Cards' Model"
"Eventually, Netflix and Amazon and Redbox and Hulu aren't just going to replace the channels you pay for now. They'll be channels in and of themselves, a handful of monthly bills instead of one consolidated offering. You can cut all the cords you want; soon, you'll just be trading them in for new ones."
Brian Barrett, Gizmodo editor
Gizmodo | February 11, 2013 "Why no Streaming Service Will Ever Be Perfect"
"The goal of all advertising should be to spark conversations about the advertised brands."
Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers | February 1, 2013 "The Super Bowl is Just One Example of the Power of Social Viewing"
Deloitte report
Deloitte | January 15, 2013 "TMT Predictions 2013"
"Also, large-screen viewers were more absorbed in television programming."
JAR report
Journal of Advertising Research | December 2012 "The Big Picture for Large-Screen Television Viewing" (subscription required)
Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers | February 1, 2013 "The Super Bowl is Just One Example of the Power of Social Viewing"
Mark Cuban, owner of AXS TV and overall media magnate
TVNewsCheck | January 28, 2013 "Mark Cuban: TV Is Key to Social's Future"
Loren Angelo, general manager of brand marketing at Audi of America
Forbes | January 30, 2013 "The Strategy Behind Audi's 'Prom' Super Bowl Ad"
Ed Shedd, lead media partner at Deloitte
Advanced Television | January 18, 2013 "Deloitte: 2013 The Year of 4K HD"
Scott Hess, SVP, Human Intelligence, Spark Communications
MediaDailyNews | February 1, 2013 "Winning the Super Bowl -- And Beyond"
Ed Keller, CEO of the Keller Fay Group
MediaBizBloggers | February 1, 2013 "The Super Bowl is Just One Example of the Power of Social Viewing"
"The real value is utilizing the TV platform to get on the radar screen and then using the other channels around it to leverage a much greater conversation. So you get a much greater return on investment."
Loren Angelo, general manager of brand marketing at Audi of America
Forbes | January 30, 2013 "The Strategy Behind Audi's 'Prom' Super Bowl Ad"
Mark Cuban, owner of AXS TV and overall media magnate
TVNewsCheck | January 28, 2013 "Mark Cuban: TV Is Key to Social's Future"
Deloitte report
Deloitte | January 15, 2013 "TMT Predictions 2013"
Gauri Sharma, Lab42 CEO
MarketingDaily | January 25, 2013 "Super Bowl: 39% Prefer Ads Over Game"
Ed Keller, CEO of the Keller Fay Group
Keller Fay | January 24, 2013 "For Super Bowl Advertisers, the Biggest Buzz Comes via the Water Cooler, Not Twitter"
Subscription TV is healthy...
"New networks, more channel offerings and bonus features have continued to strengthen the industry's appeal to consumers, even as disposable income dropped during the recession. For example, the introduction of HDTV not only vastly improved the quality of programming, but also attracted new subscribers."
Kevin Boyland, IBISWorld analyst
RapidTVNews | January 23, 2013 "Satellite TV Set to Continue Adding Subs, Revenues"
Rosie Simon, senior strategist at digital agency 360i
Digiday | January 7, 2013 "5 Social TV Truths"
Deloitte report
Deloitte | January 15, 2013 "TMT Predictions 2013"
Deloitte report
Deloitte | January 15, 2013 "TMT Predictions 2013"
Tess Alps, CEO of Thinkbox
Thinkbox Blog | January 17, 2013 "Why Can't a Woman Be More Like a Man?"
"The short answer is that it remains far and away the dominant video medium. Adults are still spending four-plus hours per day watching. Our research continues to show solid ROI for TV as a medium. And lastly, it’s still a group medium, whether that group is in the room with you or part of your social network. Either way, audiences are responding in real time."
Brian Hughes, senior vice president and head of the audience analysis practice at Magna Global
Medialife | January 15, 2013 "For TV, Changing but as Strong as Ever"
Steve Smith, editor of Mobile Marketing Daily at MediaPost
Mobile Insider | January 15, 2013 "Tweeting the Tube: Low-res Joy in an HD Era"
"Local broadcast television has something that cable will never be able to deliver – audiences that dwarf those of cable, making it more cost effective."
Don Seaman, Manager of Marketing Communications at TVB (US)
TVB (US) | January 14, 2013 "Electing a President: When the Stakes are this High, Local Broadcast Television Delivers"
“What today's consumers are desiring in a TV is more than just beautiful picture quality. They are expecting easy access to content, flexible choices, a simple and intuitive user experience. In other words, they don't want just another screen.”
Kazuhiro Tsuga, Panasonic president
Cartt.ca | January 9, 2013 "CES 2013: Panasonic Unveils Plans to Become a web-based broadcaster" (registration required)
Deloitte
RapidTVNews | January 8, 2013 "Broadcasters to Take Control of OTT in 2013"
"TV is cool. ...Just as people once asked each other what bands they admired, in order to get a sense of another person’s taste and sensibility, they now ask what TV shows they watch."
"Once, TV was what brought us together. Now, in the age of multiple niche cable channels, the show you watch sets you apart and helps define your taste and style. Herewith speculation on who watches which off-the-radar, non-mainstream shows, and why."
John Doyle, Globe and Mail television critic
Globe and Mail | January 8, 2013 "Two New TV Shows That Cement HBO's Movie Studio Heft"
David Carr Media Equation columnist for the New York Times
New York Times | January 6, 2013 "Old Media's Stalwarts Persevered in 2012"
Jon Watts, Director and Co-Founder of MTM London
Videonet | December 5, 2012 "Advertising Industry Takes a Hard Line on Second Screen"
"TV is the alpha screen."
Paul Lee, head of technology, media and telecoms at Deloitte
Financial Times | December 17, 2012 "Twitter and Nielsen Devise TV Ratings"
"I think Apple is largely stymied in the US to do anything truly disruptive in terms of the television ecosystem. All of the content that people care about most is in the hands of the US media companies … None of them has really any discernible upside to gain from entering into any agreement to make that content available to Apple … In fact, they have a lot to lose by doing that."
Todd Juenger, Sanford C. Bernstein, senior U.S. media analyst
paidContent | December 10, 2012 "Apple May Have Better Shot at Apple TV Outside US"