TV has always been the medium brands turn to for reach and fame. Now that more of it is streamed, addressable and measurable, it's increasingly being asked to prove itself in the same terms as digital: site visits, leads, sales. That opens TV up to advertisers who never thought they could afford it, and gives marketers a new way to make the case for TV spend.

But does it risk judging TV on the outcomes that are easiest to measure rather than the ones that matter most? Can the same campaign build a brand and drive performance, and how do you show both? With broadcasters, streamers and CTV platforms all measuring results in their own way, how should buyers compare them? And what will it take for TV to win a bigger share of performance budgets without losing what makes it work?