CBS/Nielsen Catalina: Creative commodity drives media influence

Geoffrey Precourt

This event report details some of the findings from research conducted by CBS Vision, a research company, and Nielsen Catalina Solutions, a measurement company, into the relative impact of creativity and media placement.

In a new spin on the importance of the right mix in marketing, a new study from CBS Vision and Nielsen Catalina Solutions contends that a steady uptick in the quality of creative content has made the selection of media more important than ever before.

That finding, presented during the Advertising Research Foundation's (ARF) 2017 Audience Measurement Conference, rests on a balance adjustment in the contributors to advertising success.

"By and large," the "Five Keys to Advertising Success" report from CBS Vision and Nielsen Catalina reads, "creative is still king. But its reign is under pressure."

Citing "decades of copy...

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