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Summary
Results from the 2016 How Advertising Works initiative suggested that TV advertising retained much of its historic power, despite potential attention decline from channel fragmentation, time-shifting / ad skipping technology, and simultaneous use of devices.
To understand why TV advertising has the same brand-building power as in previous decades, research and data from two MASB members were examined to answer these questions:
- Do television ads on a single-exposure basis still evoke the same level of effectiveness among consumers as in the past? - TV Ad Format
- Is this impact delivered in-market at the same rate per GRP as in the past? – TV Ad Delivery
- How does television advertising compare to other media in the number of exposures need to be effective? – TV or Ads Generally
