Empirical Evidence of TV Advertising Effectiveness

In this article, three hypotheses were examined that, if accepted, would lead us to conclude that the effectiveness of TV advertising has declined over time.

Empirical Evidence of TV Advertising Effectiveness

Joel Rubinson Advertising Research Foundation


Recent reports in trade journals depict a series of factors that would suggest that TV advertising has lost effectiveness. The factors that present a supposed prima facie case against TV advertising effectiveness include:

  • the ability for viewers to control their viewing of TV commercials using DVRs for time-shifting viewing and fast-forwarding past commercials: DVR household penetration in 2008 reached 25 to 30 percent (Eggerton, 2008; Steinberg, 2008); 50 percent of DVR owners typically fast forward (Morrissey 2008);

  • reports that over half of consumers do not...

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