Television's brand building power – From GRPs to PRPs

Frank Findley, Douglas Crang and Kelly Johnson

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

Radical changes continue to shape the media landscape. While much recent research has been conducted on the effectiveness of new platforms, less attention has been given to that media plan staple, television advertising. Is television as effective as it was in the 1980s? Or has its role diminished to the point of non-viability? And if still effective, how does it compare to other media platform options available today?

This research directly answers these questions. From the 1980s through the 2010s, the delivery of television advertising sales effectiveness on the basis of a single quality exposure has been consistently measured. This...

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