Mythbuster: Death of TV

Les Binet and Sarah Carter

In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom.

Mythbuster: Death of TV

Les Binet and Sarah Carter

If there's one thing most marketing folk seem to agree on, it's the death throes of 'traditional' TV advertising. Type 'TV advertising is dying' into Google and thousands of articles emerge, explaining why TV is doomed in today's digital world.

For a start, TV viewing is in terminal decline, isn't it? Families no longer sit glued to their box every night – instead, they entertain themselves with a growing list of glittering alternatives: DVDs, computer games, mobile phones, iPods, Facebook.

What's more, the dwindling pool of TV viewers is becoming more...

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