Amidst the shift from linear to digital viewing, the current TV ad measurement narrative in Australia primarily focuses on currency, overlooking the crucial link between audience and business outcomes. Adgile’s analysis reveals a decline in Total Video effectiveness as ad budgets migrate to digital platforms, mostly due to the cross-platform nuances in the drivers of business and brand effectiveness not being measured. The result is increased wastage. This presentation will focused on what to do about this problem, offering insights into where the gap exists and how buyers can better navigate the TV measurement to generate better business outcomes.