Not a fan of articles like this that provide no context. Of course, TV is valuable to a brand like Coke. For TV to pay out, you need brand recognition that is north of 60%. Or you need to commit to long-term marketing spend. The problem with TV for smaller players (brand recognition and budget issues aside) is attribution. I do agree with Marcos De Quinto Romero that their spots should have the product in the commercial and that merely putting ads on social media is not a digital strategy. But I would hope folks at that level would already know this. …see more