Long deemed the most successful marketing medium, television advertising is increasingly criticized for being too expensive and, even worse, no longer effective as it once was. Critics maintain that consumers tune out too many ads by zipping and zapping and that it is difficult to make a strong impression. The future, claim some, is with on-line advertising. Supporters of TV advertising disagree, contending that the multisensory impact of TV is unsurpassed and that no other media option offers the same potential.
TV advertising has faded in importance versus TV advertising is still the most powerful advertising medium.