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# TVRev: TV addressability needs its own logic, not digital’s playbook
- URL: https://www.medianexis.com/tvrev-tv-addressability-needs-its-own-logic-not-digitals-playbook/
- Published: 2026-09-30T19:07:00.000Z
- Updated: 2026-09-30T19:07:00.000Z
- Description: TVRev’s Sofie Sue Rutgeerts argues TV shouldn’t import digital’s audience-targeting infrastructure wholesale, since television is built around lean-back viewing, not the transactional intent that drives digital targeting.
- Author: The Signals Desk
- Tags: Measurement, Sofie Sue Rutgeerts, TVREV: TV addressability beyond audience targeting

**Why it matters.** Agencies pressured to compare TV against digital on audience precision alone risk pushing television toward a performance narrative that undervalues its role in building future demand.

*Signal from* [*TVREV*](https://tvrev.com/?ref=medianexis.com) *·* [*Sofie Sue Rutgeerts*](https://www.medianexis.com/tag/by-sofie-sue-rutgeerts/) *·* [*read the original*](https://www.tvrev.com/news/tvs-addressability-opportunity-goes-beyond-audience-targeting?ref=medianexis.com)*.*