Decreased TV advertising spend hurts sales
Executive Summary
It may come as no surprise that TV ad expenditures for major consumer packaged goods companies are changing. Budget allocations across media are shifting, as advertisers attempt to mirror changes in viewing behavior. The net result is that CPG brands are often spending less within TV to make funds available for digital campaigns without understanding the full effects.
For every $1 saved in TV spend, the drop in sales return was $3.
Sponsored by media companies such as A+E Networks and Turner, this study, conducted by TiVo Research and customer engagement consultancy...