RT Journal Article
SR Electronic
T1 Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 361
OP 369
DO 10.2501/JAR-2020-011
VO 60
IS 4
A1 FRANK FINDLEY
A1 KELLY JOHNSON
A1 DOUGLAS CRANG
A1 DAVID W. STEWART
YR 2020
UL http://www.journalofadvertisingresearch.com/content/60/4/361.abstract
AB 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.