Decreased TV advertising spend hurts sales

This article explains research by TiVo that showed how decreased TV ad spend hurts sales; for every $1 saved in TV spend, the drop in sales return was $3.

Media & communications budgets
TV & Connected TV effectiveness
TV & Connected TV planning & buying
United States
Advertising expenditure & forecasts
Reach and frequency, recency

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...

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