The Marketing Society stages Hong Kong TV effectiveness debate
The Marketing Society is hosting an event in Hong Kong titled "Uncomfortable Conversations: Is TV Dead?" which will discuss the role of television in the modern media mix and challenge assumptions about its effectiveness against digital advertising. The event will analyze evidence regarding TV's effectiveness, the impact of short-term performance metrics on media investments, and how marketers should approach broadcast, BVOD, and CTV formats. The Trade Desk will host the event on June 16, 2026.
Key Takeaways
- The event runs 8:30am to 10:30am HKT on 16 June 2026 at The Trade Desk in Causeway Bay, Hong Kong.
- The discussion will test claims that TV advertising is dead, including Gary Vaynerchuk’s recent comments on the Uncensored CMO podcast.
- The Cost of Dull Media study by Karen Nelson-Field, Peter Field and Adam Morgan says marketers are losing $198 billion annually to low-attention digital formats.
- The study says TV remains “non-dull” media and can deliver up to 11 times the effectiveness of formats such as social.
- The agenda includes broadcast, BVOD, CTV and addressable formats, plus the impact of short-term performance metrics on media planning.
Why It Matters
For marketers, this is a direct reminder that TV’s role in the media mix is being debated on evidence, not just sentiment. The event frames broadcast, BVOD, CTV and addressable as parts of a broader television category, while challenging the pull of short-term performance metrics. The ecosystem angle is clear: The Trade Desk is hosting a discussion that sits squarely at the intersection of TV planning and digital media buying. Watch for which evidence points from The Cost of Dull Media study are emphasized at the June 16 session in Hong Kong.
Read full article at marketingsociety.com