• by David Goetzl  @dgoetzl, April 13, 2011

On a morning panel at the Outfront conference, multiple executives said TV ad spending is benefiting from advertisers' desire to run campaigns that try to send people from TV to the Web. A certain synergy has developed, where TV brand-building is driving Internet deep-diving.

Along with the economic recovery, Initiative's Kris Magel said the use of TV as a digital driver is prompting clients to up TV spending.

"You've got this giant megaphone that is television that drives all this awareness, all this curiosity," he said. "And you've got digital that's now really developed into something amazing, sitting there like a giant catcher's mitt pulling people in."