Mediapost highlighted empirical research unveiled at a live event held at Simulmedia which suggests that “when brands measure the return on their TV advertising investments based on the incremental sales they generate, they get better results.” Presenters included Simulmedia founder and CEO Dave Morgan, TRA founder Bill Harvey, and CBS Chief Research Officer David Poltrack.
Case studies supported the argument that “reductions in TV spending — especially more expensive, high-rated mixes of TV inventory — always result in lower returns. Those cases were a direct challenge to the current trend among big marketers and agencies to boost digital spending by shifting it out of TV.”
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