Measuring the Long-Term Effects of Television Advertising: Nielsen-CBS Study Uses Single-Source Data to Reassess the "Two-Times" Multiplier
Leslie Wood
Nielsen Catalina Solutions
David Poltrack
CBS Corp.
Editor’s Note:
At a June 2014 Advertising Research Conference, Nielsen Catalina Solutions (NCS) and CBS presented a joint study that suggested the long-term effects of television advertising could be stronger than originally believed. Their work essentially updated the rule of thumb engrained in marketing analytics for a quarter century—that the long-term sales lift from advertising is, on average, double what occurred in the early weeks. The so-called “two-times” multiplier is used...