As a planner and buyer of media, I was often concerned about the loss of potential television advertising impressions to viewer multitasking. After all, by the late 1990s the traditional networks
(broadcast and cable) had so over-cluttered the programming environment with ads, and longer-length pods of ads, that it was clear that viewers were actually trained to avoid them. When the Internet
arrived with its unbridled offering of content to search and surf, the chance that T/V (Television/Video) consumers would stop and engage with an advertiser’s message at scale was further compromised,
and became further based on hope. What other buying model besides gambling and day trading rests so much on hope?