 Though that may be the plan, Green doesn't believe it works quite that smoothly. And it's not the commercial's fault. Oftentimes, the lack of effectiveness is due to the type of outlet campaigns choose. Viewership on streaming platforms surpassed cable for the first time in 2022. But eMarketer, a research company, says that the bulk of spending continues to be channeled into cable marketing. Instead, Petty thinks the rising strategy of using non-conventional avenues, such as social media, will have a larger impact.