CBS/Kellogg's/Nielsen Catalina redefine impact of TV advertising

This event report explains the results of a study conducted by CBS, The Kellogg Co. and Nielsen Catalina into the long-term return on investment generated by television advertising.

CBS/Kellogg's/Nielsen Catalina redefine impact of TV advertising

Stephen WhitesideWarc

The exalted status of TV advertising has come under immense pressure over the last two decades, as audiences disperse across a growing range of media channels, flit between devices of varying shapes and sizes, and are exposed to an incessant stream of offline and online marketing messages.

When estimating the long-term payback delivered by their TV spots, however, most marketers still rely on a rule of thumb that dates back nearly 25 years, and the findings of the "Adworks" study published by research firm IRI in 1991. Having tracked the...

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