Dive Brief:

• CBS presented a study Monday that showed TV advertising trumped digital in both spending and reach in cross-platform campaigns.
• The CBS study, which comes a week after another joint study showed similar results, looked at 315 brands that ran digital and TV campaigns, basing those findings on Nielsen’s cross platform ratings.
• The average target reach for ads was 67% -- 53% of those only saw TV ads, 9% saw both TV and digital, and just 5% saw only digital.

Dive Insight:

TV is feeling the squeeze from digital, but the numbers show it’s not time to abandon the channel altogether. CBS’s research comes just after Turner Broadcasting and Horizon Media, in collaboration with MarketShare, released their study that TV is still the most effective advertising medium.

CBS Chief Research Officer David Poltrack, speaking at the Advertising Research Foundation, said, "money for digital should either come from investment spending, expanding the advertising budget or it should come from other, less productive parts of the marketing budget."

And while Poltrack also made the case that no matter how precise "precisely targeted digital" campaigns are, they are never as on point. Still, the urgent approach the networks are taking ahead of the upfront negotiations hints at need to halt ad dollars from flowing from TV to digital.