Television Advertising Media Planning and Buying Technology

Podcast: What role will traditional media still play as new platforms take over?


By Chris Sutcliffe, Senior reporter

April 20, 2023 | 2 min read

We hear a lot about marketing's new frontiers - social media; speculative excitements like the metaverse - but we can't forget the continuing power of traditional formats and platforms. On this episode we speak to experts in traditional channels - linear TV; radio; print; analog billboards; direct marketing - to hear how they see those channels developing.

Senior reporter Chris Sutcliffe is joined by Andy Benningfield, head of broadcast at Bray Leino and Matt Bond, SVP, studio & print production services at Merkle, to discuss:

  • Spend on some traditional advertising media has held up - which traditional advertising media do we think are still strong?
  • What strengths i.e. trust, heritage etc. do those traditional advertising formats have that marketers should be aware of?
  • How are those advertising media adapting to the digital age when it comes to things like measurement/attribution?
  • What are the opportunities for brands when it comes to using these traditional media? Are there some sectors and verticals that should be using them more?
  • Finally, what predictions do you have for the future of print/radio/linear TV etc?
Television Advertising Media Planning and Buying Technology

More from Television Advertising

View all


Industry insights

View all
Add your own content +