Measuring advertising effect from the AdLab panel

Susan Moseley and John Parfitt

This article describes the background to the Central AdLab panel. AdLab was set up in 1985 to study in depth the relationship between advertising exposure and purchasing behaviour, and provide a single-source data panel.

Measuring Advertising Effect from Single-Source Data: the First Year of the AdLab Panel

Susan MoseleyCentral Independent Television andJohn Parfitt Market Potentials Ltd

 AdLab was set up by Central Independent Television to study in depth the relationship between advertising exposure and purchasing behaviour, recognizing that it is seldom likely to be a simple relationship of ‘put in more advertising and you get more sales’. Many advertisers recognize the need to study this complexity in depth, and Central are unlikely to be net losers of television time sales if they encourage a mature investigation of what is...

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