B2B Brands Still Shun TV Ads, Citing Wrong Metrics: Report

According to Marketing Week, fewer than one in ten B2B brands are putting money into linear TV advertising. The report highlights that despite TV’s decades-long reign as a brand-building channel, most B2B marketers are steering clear. The reason? Some are apparently evaluating TV with the wrong criteria, focusing on short-term or direct-response metrics that don’t fit the medium. While TV remains a staple for consumer brands, the data suggests B2B marketers are skeptical, leaving one of advertising’s most established channels largely untapped in their sector.