Measuring the Long-Term Effects of Television Advertising: Nielsen-CBS Study Uses Single-Source Data to Reassess the "Two-Times" Multiplier

Advertising influences brand purchase through short-term effects determined by direct increases in penetration, basket size, and buy rate.
Wood and Poltrack

Measuring the Long-Term Effects of Television Advertising: Nielsen-CBS Study Uses Single-Source Data to Reassess the "Two-Times" Multiplier

Leslie Wood

Nielsen Catalina Solutions

David Poltrack

CBS Corp.

Editor’s Note:

At a June 2014 Advertising Research Conference, Nielsen Catalina Solutions (NCS) and CBS presented a joint study that suggested the long-term effects of television advertising could be stronger than originally believed. Their work essentially updated the rule of thumb engrained in marketing analytics for a quarter century—that the long-term sales lift from advertising is, on average, double what occurred in the early weeks. The so-called “two-times” multiplier is used...

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