It is utterly mind-blowing to me that big brands that are in such obvious positions to succeed are still allocating their budgets the same way they were 10+ years ago. No one’s primary budget should be spent on TV or print. Because here’s a story: Family finished Thanksgiving dinner. We all went into the living room to watch something on TV together. Do you know what my mom was doing while your commercial was running? Checking Facebook. On her phone.