Maybe TV is an ideal medium for brand awareness campaigns, but it simply won&#x27;t have a large enough audience at some point. It seems like these marketers jumped on digital during the hype phase, and were just ahead of the curve. Now they&#x27;re in the &quot;trough of disillusionment&quot;, but eventually the number of eyeballs on TV will go below the point of cost effectiveness and digital will be what they have to use out of necessity.