The Marketing Architects Reach More, Waste Less: The Math Behind Smarter TV Advertising
Dec 23, 2025
Dale Harrison, a marketing strategist known for his research on marketing effectiveness, joins Angela to challenge conventional wisdom about advertising. They discuss how reach, rather than creative quality, drives market share and brand recall. Dale highlights the importance of continuous reach to combat memory decay and warns against the pitfalls of hyper-targeting in CTV. The conversation also covers the role of light buyers in growth and how AI-driven media buying can cut TV costs while expanding audience reach.
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Reach Multiplies Creative Impact
- Ongoing reach matters more than marginal creative gains because reach multiplies creative impact across many buyers.
- A 2x better creative won't beat 100x greater reach when audience size differs dramatically.
Recall Beats Top-Of-Mind
- Brand awareness only matters when a buyer is in market and can recall you at purchase.
- Reach must be continuous to refresh memories because forgetting erodes awareness between purchase moments.
Think Of Reach As A Rate
- Reach is a rate, not a one-time number, because forgetting is constant and rapid in many categories.
- You must cadence media to outpace forgetting and maintain consideration share over time.