Re!Think News Bulletin: Evaluating TV Effectiveness in a Changed Media Landscape

Mar 14, 2016, 15:15 ET from The Advertising Research Foundation

NEW YORK, March 14, 2016 /PRNewswire/ -- Today at the Advertising Research Foundation's Re!Think conference in New York City, it was announced that ad dollars continue shifting from TV to online due to its perceived efficiency.  However, investment decisions across platforms require a more complex analysis than ratings. Turner & Horizon Media commissioned MarketShare to analyze TV Ad Effectiveness in today's video age and help better understand media effectiveness to maximize sales and ROI.  We analyzed the direct and indirect impact of TV marketing on sales & TV's role as part of the broader marketing mix.

Key findings include:

  • TV remains the most effective advertising medium, representing the highest impact on sales
  • Optimizing TV spend with high-frequency consumer interaction data translates into significant increases in sales
  • Premium TV online video significantly outperforms other publishers' video content
  • When making allocation decisions and evaluating TV, marketers should consider:
    • The strength of TV's effectiveness for their industry
    • Its synergistic impact on other marketing vehicles, and
    • The need for consistent, adequate and optimally-timed TV spend

About Turner:

Turner, a Time Warner company, creates and programs branded news; entertainment; kids and young adult; and sports media environments on television and other platforms for consumers around the world.

About ARF:

The Advertising Research Foundation ("The ARF") is an organization dedicated to creating, curating, and sharing objective, industry-level advertising research. ARF provides members with unique, research-based insights to make true impact on their advertising and build marketing leadership within their organizations. Founded nearly 80 years ago, The ARF's members today include more than 400 leading brand advertisers, agencies, research firms, and media-tech companies. Together, we challenge conventions and discover new, actionable insights through objective research at scale.

Media Contact:
Jill Golden PR
320 5th Avenue, Suite 501
New York, NY 10001

SOURCE The Advertising Research Foundation