Nick Farbank (VP Growth Marketing at Chime) and Andy Schofield (CRO at Tatari) discuss how performance brands can successfully scale on television. Chime shifted from spending 80% of its budget on Facebook and Google to developing a sophisticated TV strategy that treats the medium as a performance channel, not just brand awareness.The pandemic accelerated this shift when major advertisers exited, opening premium inventory at discounted rates. They explain how "performance TV" measures full-funnel impact from awareness to conversions using spike attribution and media mix modeling.Key insights include: linear TV still delivers strong results (especially live sports at 75% discounts); pure direct response eventually hits a "DR Valley of Death" requiring brand investment; creative and smart placement matter more than expensive precise targeting (which can cost 2-3x CPMs); and while shoppable/interactive TV shows promise, it remains marginal—the real opportunity is in AI-generated creative variations.The conversation emphasizes that TV success requires the same rigor as digital channels, starting with lower-funnel performance metrics and gradually expanding to full-funnel brand building as budgets scale.