How television advertising lost its relevance

Brands turn to retailers, Google, Meta and TikTok for additional reach


When Mondelez sought to promote a limited edition of its Oreo cookie earlier this year, it did something that would have been unthinkable not that long ago: It didn’t spend a dime advertising on TV. 

The snack company had a simple reason for that decision. The people it was looking to reach — Gen Z members, multicultural audiences and households with children — aren’t watching enough television.

“You have no single shows pulling together a big enough audience like ‘Friends’ or ‘Seinfeld’ used to do,” Jonathan Halvorson, Mondelez’s global senior vice president of consumer experience, said of the current state of TV. 

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