Predicting How TV Advertising Drives Sales

Predicting How TV Advertising Drives Sales


As consumers and markets change rapidly and present new challenges to marketers, these are questions that regularly cross our minds when we think of advertising pre-testing. The ARF is committed to helping our members answer these important questions.  

  • Which measures of advertising effectiveness should I pay attention to? 
  • Why should I believe them? What insight do they provide about how advertising really works in the marketplace: are they predictive?
  • Given all of this, how much should I really spend on advertising pre-testing, and how should I be spending it?

ARF would like to Thank Our Sponsors:

Base Sponsors

  • Colgate
  • ConAgra
  • Intel
  • Orbitz
  • Sun Products
  • Visa

Early Bird Sponsors

  • A&E Networks
  • ESPN, Inc.
  • GM
  • IP Deutschland
  • Publicis Groupe
  • Turner

We're looking for Thought Leaders

We’re looking for thought leaders who understand the importance of knowing how TV advertising really works and what measures and measurement approaches will best predict if and how their advertising will drive business results in the marketplace. These visionaries have the opportunity to sponsor this important industry initiative at one of two levels, at $15,000 or $40,000, and be the first to learn how TV advertising creative really works. 

  • Sponsors at the $40,000 “Research on Research” level will receive access to the complete experimental data set for the entire project (advertiser identity masked, any vendor submissions not included) for use in their own R&D initiatives, exploration of additional technologies for commercialization, etc. 
  • Sponsors at the $15,000 “Early Bird” level receive an early release of the industry report, as well as the opportunity to participate in selected project work sessions.

Having completed the NeuroStandards Collaboration Initiative (a.k.a. Neuro 1.0), we know that advertisers would benefit greatly from two potential breakthroughs in advertising research:

1. A new portfolio of measures that includes the best of the neuroscience/implicit and traditional approaches and that predicts/explains variation in the impact of specific advertising creative on sales (short-term + long-term), and  

2. A unifying framework that explains how TV advertising creative really works in the mind of the consumer and, thereby, helps advertisers and agencies develop better creative. 

But which measures should be included in this portfolio?  How do they work together and enable TV creative to drive meaningful in-market business results?  The answer to these questions and the questions above will be the subject of the ARF’s latest, most ambitious research initiative: “Predicting How TV Advertising Drives Sales.”  With the help of The Center for Neural Decision Making at Temple University and New York University’s Marketing Department, we are completing development of an exciting approach that we will launch in June 2012.  

It starts with rigorous trials of advertising research technologies/approaches conducted by Temple and their academic affiliates, who have deep expertise in these methods.  It integrates leading-edge econometric analysis of sales and advertising effects to be conducted by New York University’s Marketing Department.  It concludes with an in-depth, rigorous, leading edge quantitative analysis also to be conducted by the Temple University Team: a working model for advertising effectiveness—the 21st Century’s successor to the AIDA model.

Please contact Horst Stipp to learn more about how you can get involved!

Early Bird Sponsors