Dive Brief:

• A study from Nielsen shows that cross-channel campaigns on TV and online aren't delivering any better results than those that are planned separately for each platform. 
• The 7.6% overlap for campaigns planned to be cross-channel was only marginally higher than the 7% reached through two campaigns planned by different agencies for each specific platform. 
• Campaigns are only reaching 11.6% of the online audience, compared to 61.2% of the TV audience, suggesting that better online planning could make a difference. 

Dive Insight: 

It's expected that campaigns in new territories may not perform as well as initially hoped. As more of the TV audience moves to watching things online, marketers looking to run cross-channel campaigns really need to adjust their focus and find what works.