The ROI on TV ad spend is practically incalculable so is it any surprise that advertisers would rather invest in channels where (almost) all spend is trackable?
Typically the stuff we would find easiest to measure has been called 'direct response' marketing, which is just one subset of marketing communications.
Any credible marketer will be creating plans that balance both short term and long term advertising effects.
The most up to date research on this: http://www.ipa.co.uk/page/The-Long-and-the-Short-of-It-publi...
TV advertising isn't exactly "dying" either. Personal injury law firms are actually finding TV advertising _more_ effective in this climate and are spending more money in it, filling the void left by other advertisers. That's even as they're increasing their digital ad spend.
(NB: Until recently, I worked in AdTech/MarTech for a large personal injury law firm.)
Not to mention the commitment seems to be quite expensive. I can spend a few grand on Adwords and then turn it off the next month if I really needed to. It'll be amazing when I can make produce commercials and upload them to a platform that then airs on cable TV reporting back statistics.
Basically you need to either be a large company or an agency with clients that have deep pockets. We had to hire a fulltime TV buying person who had experience working with all of the relevant parties in our market.
Our yearly ad spend, all totaled, was somewhere around $100mil/yr.
Plus, video production is something I did in the past so doing more of that could be exciting even if it's bland lawyer commercials for Judge Judy. $100mil/yr is a dream. Definitely get a sense of jealousy when I see other firms showing up on TV.
That will work for Nielsen ($100k/yr!) but likely not for Google.
This all looks very good on a markeing persons CV "simples"