This report examines the ways that individual TV commercials and entire ad campaigns function in capturing "eyeballs," gaining awareness and motivating sales. It begins with a frank and sobering review of the changing environment most commercials operate in, followed by an exploration of evidence about commercial exposure and the way consumers respond to ad campaigns, including wearout. The report concludes with a formula that allows those who are interested to predict the ad awareness of TV campaigns at various exposure (GRP) levels.
TV Advertising In Perspective: How Does It Really Work showcases data that appears in TV Dimensions and other Media Dynamics reports that are now out of print. It is an ideal report for those who may be interested in TV advertising, but not the larger picture that we present in TV Dimensions.
Published June 2015; 45 pages