Pros - Largest in reach, and the time people spend with it, television is also the most creative of all advertising. It combines many of the advantages of other media: words, pictures, sound, color, and adds motion. Instantaneously available in nearly every household nationwide, it is the one true mass medium, delivering selective audiences within its mass audience. Advertisers using television to its fullest combine reach with frequency to target specific audiences. They find it can sell products, expand a customer base, and position an advertiser almost overnight to make it a new force in the marketplace. Television is experiencing excellent growth with the advent of big screens, plasma sets, and HD broadcasting. For the first time in history, the average household has more T.V.s than people. It is the most dominant media in influencing buying decisions—over four times more dominant than its closest competitor. Considered the "cream" of advertising media, what happens first, happens on T.V.