Many clients are happy to pay for twice the ad impact if you can prove twice the impact, according to PHD’s Craig Atkinson.

PHD US chief investment officer Craig Atkinson commented on whether TV Networks had taken a hit from cutting ad time, in an article for the Wall Street Journal.

While some commentators felt that the benefits of ad cuts which TV giants like Turner and Viacom have been experimenting with are yet to materialize, Craig said that many clients are happy to pay for twice the impact in a linear fashion if twice the impact can be demonstrated. “The problem is proving it,” he concluded. “In the absence of proof, it’s difficult to have that conversation.”

Read the full article here.