Lemmings . . . Cliff . . . Oops

I read this stuff Reach Still Top Rationale of Major Marketers and it drives me crazy.  Note to self, stop looking at AdRags headlines.  Beyond asinine, the "marketers" (read media shops taking orders from client) contradict the entire premise when quoted.

"Clients want to know [about ROI]. It's no longer just about eyeballs; it's about what is this ad doing to drive sales?"

ROI is quickly approaching the exact opposite of Reach.

"Broadcast still works," he said. "I don't think you are going to see a wholesale shift, but instead [buyers will shift dollars] little by little."

How does it work?  For what?  For whom?  You?  Expensive creative fees, expensive placement fees with little tracking.  A lot easier to make money, no?

I'm not sure engagement is the grail, because that doesn't necessarily ring the till either.  Certainly more akin to ROI than reach.