Read it for
- Television advertising
- Video strategy
- Media mix
What this book covers
Chuck Hengel argues that linear television deserves consideration alongside other video channels. For a paid media owner, this is one perspective on how a TV programme might be planned and judged. Use it to formulate questions about audience, measurement and delivery requirements, then compare the argument with the client's actual economics.
Bring it to your work
Write the incrementality question and measurement constraints before proposing a television test. This is a PMC editorial prompt.
Reading context
Author advocates linear TV. Streaming is mentioned as context; dedicated CTV buying coverage is not established. 2021 market claims need updating.
About this reading guide
This guide draws on the source description, contents or sample identified in the edition notes. No external review is cited for this listing.
Prepared with AI assistance from the sources identified on this page. The applications and comparisons are Paid Media Collective suggestions, not claims of full-book reading. An external review does not verify every claim in a book.
Another book to consider
Advertising Media Planning →
Choose this for a broader reference on media planning across channels, with its historical context in mind.
Edition & source notes
The reference below identifies the material checked for this listing. It may differ from the format offered by the main book link.
- Reference edition
- Numbered edition unspecified; paperback
- Format
- paperback
- Reference edition date
- 29 June 2021
- ISBN-13
- 9781642252828
Publisher or author description reviewed. Sources checked . Book not read in full.
Access: See the publisher or author for available formats and prices. Public samples are linked where checked.
Author advocates linear TV. Streaming is mentioned as context; dedicated CTV buying coverage is not established. 2021 market claims need updating.
Applications, priorities and coverage depth are editorial judgments. Book not read in full.
Source facts and reading prompts prepared with AI assistance. The named authors and linked publishers retain credit for the original work. Source verification is separate from an assessment of current platform tactics.
Take the idea off the page.
What evidence would show that television adds demand beyond existing digital activity?
Talk with the collective
