We give several new equivalences of NIP for formulas and new proofs of known results using Talagrand (Ann Probab 15:837–870, 1987) and Haydon et al. (in: Functional Analysis Proceedings, The University of Texas at Austin 1987–1989, Lecture Notes in Mathematics, Springer, New York, 1991). We emphasize that Keisler measures are more complicated than types (even in the NIP context), in an analytic sense. Among other things, we show that for a first order theory T and a formula $$\phi (x,y)$$, the (...) following are equivalent. (shrink)