An Update of Real-World TV Advertising Tests

Ye Hu and Babak Hayati
C. T. Bauer College of Business, University of Houston

Leonard M. Lodish and Abba M. Krieger
Wharton School, University of Pennsylvania

INTRODUCTION

The studies by Lodish et al. (1995a) and Hu, Lodish, and Krieger (2007; hereafter Hu et al.), based on IRI (Information Resources Inc.) tests completed between 1982 and 2003, suggested that TV advertising effectiveness for established products due to media weight change had improved since the mid 1990s. The finding that TV advertising effectiveness was dynamic over the long run suggested it was important to keep the analysis up-to-date. This article updates that research by analyzing new tests completed through May 2008. The new analysis is based on 50 tests conducted between October 2001 and July 2008, of which 40 were finished after 2003. The results provided in this article are based on analyses similar to Hu et al.