Long Term Effects Reveal High ROIs of TV Advertising
Guido Modenbach and Raimund WildnerSevenOne Media and GfK Verein
Background/focus of study
Advertisers would likely agree wholeheartedly on the value of television advertising to sell a brand. And yet we still lack truly conclusive evidence of the power of this medium when it comes to sales. The effect of TV on "soft," communicative impact indicators such as brand recognition or advertisement recall is uncontested, but the results of studies looking at the return on investment (ROI) have so far been rather disappointing: The ROI is often just 15 or 20...