TV is in decline, but successors remain in doubt | WARC Reach depends on age YouTube’s coverage, key among 16-24 audiences, builds reach more quickly and with a narrower range of results than Facebook. By comparison, the social network’s reach curves are extremely varied, though this is an indication of the huge variation in the kind of Facebook ads that can be bought. Over 45s, meanwhile are far better reached by TV. In short, TV, YouTube, and Facebook all have the potential to find similar levels of reach under 45s. TV is, however, “unrivalled” among over 45s. The value of an impression Simply, impressions are not created equal. Though it is harder to measure TV impressions, the medium is far more likely to grab a viewer’s attention for just under half of a 30” commercial. Look elsewhere and the attention per viewed impression, according to Lumen figures, don’t clear 5 seconds, while the majority of ad media garners less than 4 seconds. The question, says Radford, is “will anyone e...