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...