I work at a major advertiser who's media budgets measure in the billion dollar zone. > I've wondered how advertisers look at broadcast advertising compared to

I work at a major advertiser who's media budgets measure in the billion dollar zone. > I've wondered how advertisers look at broadcast advertising compared to digital. At our levels of spend, we build econometric models to understand media spend effectiveness and spend a fair bit on tracking and vetting the methodologies of trackers. > For one there's no direct correlation (as in a click) with broadcast television. Correct. Frankly, we're interested in valid human viewable reach, not clicks. Not even Impressions though most our buys are CPM today and we want to buy viewable CPMs. We use in fraud detection providers and generally don't pay for Impressions detected as fraud. > Is broadcast advertising so much cheaper than digital that it makes sense to just blanket ads and hope for the best? In many cases yes... In some cases no - especially when there are demographics who simply don't watch much TV which is increasingly a reality. At our scale, digital - even the biggies struggle to give us reach affordably.