How do big companies assess whether their TV ads were useful or not?
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Sometimes the business will have a customer survey that asks how the customer became aware of the product, in order to try to determine which marketing campaigns are working.
Some ads will have specific promo codes offering a discount. The real purpose of these promo codes is to pinpoint which channel and show the customer was watching or listening to at the time.
Other than that, they will just look at sales data. The data doesn’t specify which marketing campaign worked, but they can try to line up the graphs with the schedule of ad slots. For example, they can look at the February sales graph and see if there’s a noticeable increase in sales in the week after their ad played during the Super Bowl.
Of course, TV ads rarely work, because the vast majority of people treat them as bathroom and snack breaks.
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