An Update of Real-World TV Advertising Tests

ABSTRACT

An analysis is performed on the results of 50 recent real-world TV advertising tests conducted by Information Resources, Inc. to update the findings of Lodish et al. [Journal of Marketing Research 32, 2 (1995): 125–39] and Hu, Lodish, and Krieger (Hu et al.) [Journal of Advertising Research 47, 3 (2007): 341–53]. Overall, the improvement of TV advertising sales effectiveness from media weight increase is significant for established products, consistent with Hu et al.'s finding based on tests completed after 1995, further confirming that TV advertising effectiveness has improved during recent years. The new results continue to confirm that using valid and reliable pretests to assess TV advertising effectiveness should be an important practice in the industry.