MediaPost: With pressure from some quarters to put more media dollars into digital, new research from CBS says TV still is the most effective medium when it comes to reach. Speaking at an Advertising Research Foundation event, David Poltrack, chief research officer of CBS and president of CBS Vision, said in looking at 315 brands across multiple consumer categories, the average target reach of these media campaigns was 67 percent, with the majority of those — at 53 percent — seeing TV ads. Just 5 percent witnessed digital ads, with 9 percent seeing both TV and digital.