Reclaiming Metrics: Why 2025 Must Be the Year of Balanced Advertising Measures
Or the problem of making the one eyed girl queen in the land of the blind
Business leaders know one simple truth: the metrics we use shape the strategies our teams pursue. Whether you’re running a marketing campaign or optimizing operations, the data points we track define what our teams value and prioritize. For example, tracking net promoter scores (NPS) pushes teams toward improving customer satisfaction, while a laser focus on monthly active users (MAUs) often drives decisions aimed at growth over retention. The same principle applies in advertising. The metrics we emphasize dictate where we invest and how we measure success.
But what happens when those metrics are set by players with a vested interest in the outcome?
Digital Platforms Skew the Game in Their Favor
As an industry, we’ve let digital platforms define what success looks like. From click-through rates (CTR) to impressions to views, the metrics built into their systems aren’t just reflective of outcomes—they’re designed to favor their platforms. Consider how social media platforms tout video “views” counted after a mere three seconds, whether the user was engaged or simply scrolling past. Or how programmatic ad platforms boast high “reach” without accounting for ad clutter or how often ads appear in low-quality environments.
These metrics create a feedback loop in which investment flows toward platforms that “perform” according to their own rules. The irony is that these rules are designed to make platforms look good, not necessarily to deliver genuine value for brands.
MMM still proves out TV Effectiveness
Contrast this with television, where Marketing Mix Modeling (MMM) studies have repeatedly demonstrated its unparalleled ability to build brand awareness and reach.
For example, Nielsen's studies consistently find that TV generates a higher return on ad spend (ROAS) for brand-building campaigns than most digital platforms. Similarly, Thinkbox, the marketing body for commercial TV in the UK, has shown through MMM that TV accounts for 71% of total ad-generated profit over the long term despite representing just 54% of media spend.
The reason is apparent: TV delivers unmatched reach and impact. Ads appear in trusted, high-quality environments with engaged audiences. Unlike digital, where ads are often missed, skipped, or lost in the clutter, TV ads benefit from the shared cultural moments they create—whether it’s a prime-time show or a major sporting event.
But here’s the catch: television’s effectiveness isn’t always immediate. Its results play out over months and years, while digital platforms are optimized to deliver fast—but often superficial—wins.
Making 2025 the Year of Balanced Metrics
Unless we’re going to let TV die a slow and certain death , 2025 must be the year the industry reclaims its metrics. It’s time to move beyond metrics skewed by the digital tilt and focus on measures that reflect genuine impact across the entire funnel.
For instance:
Top-of-Funnel Metrics: Let’s emphasize reach and brand awareness, but focus on how well platforms actually reach attentive audiences. Quality matters more than raw numbers.
Mid-Funnel Metrics: Engagement metrics like video completion rates should account for the context in which ads are seen—separating genuine engagement from passive exposure.
Bottom-of-Funnel Metrics: Sales lift, return on investment (ROI), and customer lifetime value (CLV) must be included to ensure we’re measuring conversions that matter, not just vanity metrics.
The auto industry provides a great example. Toyota’s long-term investment in TV-led brand campaigns helped it weather economic uncertainty, while competitors chasing short-term digital wins saw market share erode. Similarly, FMCG giant Procter & Gamble has publicly committed to a more balanced media mix, acknowledging that TV remains essential for driving mass awareness and trust.
New Year’s Resolutions
Marketers, advertisers, and business leaders: 2025 is our chance to hit reset. It’s time to look beyond the shiny metrics digital platforms have sold us and focus on outcomes that matter. Let’s combine the best of both worlds—TV’s proven effectiveness and digital’s measurable immediacy—into a more balanced and strategic approach.
The metrics we choose will define the future of our campaigns, our brands, and our industry. Let’s make them count.
