Eyeballs aren't everything.

Sure, 115 million people are watching the big game...and maybe even tuning in just to watch the ads. But, unfortunately, effective advertising isn’t merely about eyeballs anymore. Certainly not when it comes to reaching young people—those with purchasing power expected to exceed $200 billion in 2017 alone.

Why? It’s not merely because millennial TV viewership is on the decline, which it is. And it’s not just because attention spans among young people are worse than a goldfish’s, which is also true.

Read here to find out why.