TV’s share of UK ad spend has been falling for two decades, and over the same period brands have come to judge media on measured outcomes like visits, searches and sales. Attribution now sits at the centre of those decisions, feeding bidding systems, budget tools and planning recommendations. New modelling from TAM Ireland and Colourtext suggests those systems see the end of the customer journey far more clearly than the start, which can undercount channels whose effects build over months, TV above all. How much of the shift towards short-term response channels has been driven by what our measurement can and can’t see, and what would brands need to change to plan for long-term growth?