• by Wayne Friedman , Staff Writer, April 10, 2012

TV media plans are stories to tell, says Dave Morgan, chief executive officer of Simulmedia, speaking at MediaPost's Outfront -- but mostly not of this real world.

"The real problem is the fictional disconnects," he says. In the online world, for example, Morgan says you do media plans where you get 85% to 90% of what was intended. But for TV? That's where the fiction comes in. 

"TV plans only deliver [around] 15%... the rest is all backfill."