Empirical Evidence of TV Advertising Effectiveness

Joel Rubinson
Advertising Research Foundation

INTRODUCTION

Recent reports in trade journals depict a series of factors that would suggest that TV advertising has lost effectiveness. The factors that present a supposed prima facie case against TV advertising effectiveness include:

  • the ability for viewers to control their viewing of TV commercials using DVRs for time-shifting viewing and fast-forwarding past commercials: DVR household penetration in 2008 reached 25 to 30 percent (Eggerton, 2008; Steinberg, 2008); 50 percent of DVR owners typically fast forward (Morrissey 2008);

  • reports that over half of consumers do not like TV advertising and would prefer it did not exist (Forrester Research, 2007);

  • increase in TV commercial clutter; over the last 50 years, “nonprogram content” in a 60-minute prime time show has increased from 11 to 18 minutes (Papazian, 2007);