Broadcasting ads through traditional media only capture a small percent of the audience that the ads are intended to target and miss the rest. Since media ad space is very limited, it makes ad placement expensive and benefits more directed to much commoditized or nationally branded products.

The Return On Investment (ROI) hardly justifies placing ads in these channels. In addition, technologies such as TIVO allow viewers to skip over the ads entirely and channel surfing becomes a habit practiced by most viewers. This further declines the effectiveness of advertising using broadcasting methods. Advertisers are now turning to other avenues that bring them better results with lower spending.

Influencing purchase decisions at the point of sale is far more effective than any other places.