There's a meme running around now called "What a $4 million Super Bowl Ad Could Buy in Digital." You can see it here: meme
The meme, to my mind, makes a lousy argument.
I'd way rather have a spot on the game than, for instance, an eight-day You Tube homepage ad. The fact is, I can't remember ever even seeing a You Tube homepage ad.
It seems to me that people are still bickering over channel efficacy as if it's an either/or proposition. Either you do traditional or you do digital. No one wants to say that it's proper, intelligent and effective to have a mix.
This reminds me, of course, of the perennial battles between different branches of our armed forces. The air force always asserted it could win a war on its own. The army, navy and marines have made similar claims.
The real answer is that it takes a variety of forces to carry the day.
But it's so much easier to assert that "____________ is dead."