Executive Summary: Consumption of radio and TV is up across all markets, providing an opportunity for advertisers to tap into these audiences. So why are so many marketers prioritizing digital ads? Many turned to digital channels instead of TV and radio during the pandemic since they felt it was a safer investment under the pressure of economic uncertainties. This was an understandable trend, given the circumstances, but a key performance comparison between broadcast ads and digital was overlooked. Many do not realize that broadcast ads can generate more lift than their digital counterparts. With advances in attribution technology, broadcasters can now compete with digital to win back clients, and retain and grow their current roster of advertisers with the metrics to prove

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