Does Television Advertising Work?

Ivor Millman

Does tv advertising work? Maybe the fact that we are celebrating the 50th anniversary of commercial television in Britain gives the answer. Advertisers' experience of TV must be generally good.

Nonetheless, we need to show that TV works, and understand how to get the best out of it. So, in the early 1960s, ITV companies sponsored the forerunner of TNS's Superpanel, to show grocery advertisers, then the dominant category, how TV advertising could boost their sales.

Single-source, measuring media impact and purchasing from the same people, is recognised as the ultimate research to prove sales generation. In the early 1980s TVS and JWT ran a short-lived single- source panel, and that was followed by TV region Central's AdLab.