Over half of marketers are targeting sub-segments rather than all potential buyers. And 62% aren't even targeting people over 45, a group that accounts for 50% of consumer spending.

This week, Elena, Angela, and Rob tackle one of the most debated questions in marketing: how do you actually reach the right people on mass channels like TV? They dig into why narrow targeting can quietly shrink your business, how creative can do more of the targeting work than your media buy, and what it really looks like to transition from performance digital to TV. 

Topics covered:

•    [01:00] Les Binet and Will Davis research on budget vs. ROI
•    [03:00] Why narrow targeting creates a "death spiral"
•    [06:00] Why TV's business impact has increased as media fragmented
•    [08:00] How creative can target more effectively than media selection
•    [10:00] How a linear TV buy actually works
•    [14:00] Brand building vs. activation
•    [17:00] How to transition from performance digital to TV






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Resources:
2025 IPA Article: https://ipa.co.uk/news/go-big-or-go-home

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