Dive Brief:

• A study of marketing optimizations, spanning from 2009 to 2014, shows TV still outperforms digital and offline ad channels in terms of sales and new accounts -- despite all the competition from digital sources like Netflix. 
• The study -- from Turner Broadcasting and Horizon Media -- compared performance at similar spending levels and showed that TV averages four times the sales lift of digital. 
• Television was also the only media to maintain its effectiveness throughout the five years, only decreasing 1.5% while all other mediums, digital and offline, slipped by 10%. 

Dive Insight: 

Many have predicted the end of TV now that streaming services like Netflix, Hulu and YouTube have become so prevalent in society, but this study shows that TV remains the steady companion of consumers. Advertising is effective because the medium has been around long enough that advertisers have figured out how to target audiences. In digital and other arenas, advertisers are still grappling with the most effective methods.

TV has also embraced digital elements to keep it current, pointing toward full integration between TV and digital.