While not quite as vigorous as in its heyday, television still has tremendous power to move markets, despite distracted viewing. That’s the outcome of a historical review of TV advertising’s performance, spurred by 2016 ARF research that encouraged advertisers to add back traditional media to digital investments. MASB and its research partners ask: Is TV really still as strong as in the past? Should new measures of persuasion be considered over the GRP?
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