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Effectiveness and Efficiency of TV's Brand-Building Power: A Historical Review

Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP

Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart
DOI: 10.2501/JAR-2020-011 Published 1 June 2020
Frank Findley
Marketing Accountability Standards Board,
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  • For correspondence: frankfindley@themasb.org
Kelly Johnson
Disney,
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  • For correspondence: Kelly.Johnson@disney.com
Douglas Crang
MSW Research,
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  • For correspondence: dcrang@mswresearch.com
David W. Stewart
Loyola Marymount University,
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  • For correspondence: David.Stewart@lmu.edu
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ABSTRACT

This article examines the effectiveness of television advertising and changes in television-audience response in the United States since the 1980s. It concludes that television remains one of the most effective platforms for advertising, despite the rise of digital media and new technological developments. On a single, quality exposure basis, television advertising continues to be highly effective, although the rate of delivery of advertising selling power per gross rating point (GRP) has declined, but the decline is mitigated by the increasing number of households in the United States. Television advertising remains effective despite the potential increase in distracted viewing, but advertisers need to manage the quality of their messages and the media weight of their advertising more carefully than in the past. The persuasion rating point (PRP) offers an accurate measure of that effectiveness.

  • Received May 8, 2018.
  • Received (in revised form) May 2, 2019.
  • Accepted August 20, 2019.
  • Copyright© 2020 ARF. All rights reserved.
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Vol 61 Issue 1

Journal of Advertising Research: 61 (1)
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Effectiveness and Efficiency of TV's Brand-Building Power: A Historical Review
Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart
Journal of Advertising Research Jun 2020, JAR-2020-011; DOI: 10.2501/JAR-2020-011

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Effectiveness and Efficiency of TV's Brand-Building Power: A Historical Review
Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart
Journal of Advertising Research Jun 2020, JAR-2020-011; DOI: 10.2501/JAR-2020-011
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