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 provides a unique quantification of effectiveness over the decades. In addition, regular studies of the rate of delivery of a TV ad's sales effectiveness per GRP have been conducted over this same time period. Finally, a market mix modeling analysis of over 7,500 campaigns provides further perspective on its strength versus other media channels for continuous branding activities.