How do big companies assess whether their TV ads were useful or not?
In: 5390
Correlate GRPs or essentially reported viewership of ads with sales uplifted above a normalized baseline (ie. What would sales be if all else were equal, accounting for changing weather or price) the more accurately you can link a sale to someone seeing (or not seeing an ad) the better.
Edit: But as someone else mentioned, most companies seem to think that the artistic perception or resonance of their ads is enough. It isn’t.
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