Are TV Ads a Waste of Money?

Summary: Last year, McKinsey & Company published a report stating that “unless consumers are actively shopping (when they see your ad) that exposure appears wasted.” A bold claim to make, but it does make one think that maybe someone is at last beginning to take note of what I call the “active consumer mindset.” Broadcast TV, of course, still delivers a massive audience and, rather than diminishing, the TV audience seems to be growing.