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ABSTRACT
Historically television has been one of the most powerful marketing contacts. But the recent proliferation of TV channels and influence of digital contacts resulted in audience fragmentation and additional media clutter. These caused speculation that the influence of TV is waning. Based on the last four years' data across the globe, the empirical evidence refutes that conclusion. The data show that TV retains its clout among target audiences. Increased digital media influence has not caused a decrease of TV influence. However, influence of any communication contact varies by market. In closing we show contact influence in an electronics category in 12 global markets.
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