- Cost per Completed view on TV is still much cheaper (1/8th). This implies that for like to like spends TV reach will be much cheaper.
- On Digital people need to invest additionally for Nielsen Dar and Moat trackers.
- For Quick Reach buildup in a few days nothing really beats TV.
- You need to bear Electricity and 250 per month costs for accessing TV. There is rarely lag when watching TV. You need electricity + Data (atleast 10 GB) to get the same quantum of viewership + lag if you're on a weaker connection.
- TV viewership is probabilistic which means a lot of viewers who are not measured by BARC are lost. If TV viewership were deterministic then some channels would die overnight but as a whole TV would emerge much stronger.
- Incremental digital reach over TV is unknown or only available via second guesses. No reliable third party research is available.
- TVs impact on brand tracks is a lot more visible than Digital
- TVRs, the predominant measure for TV is a very strict measure compared to digital measures
Not saying that Digital is not important or useful but just that it clearly lags behind TV at the moment. Advertisers understand some or all of these issues.
