Fictional TV For Its Media Plans

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."

Recommend (3) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.