How do big companies assess whether their TV ads were useful or not?
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My first job put of school was at an advertising tracking company. We had people recording TV and radio, and they would track the instances of a particular version of an add being played. This was the first part, to ensure the given media was displaying the expected add as often as they were contracted to. Internet ads were a little easier to track as they often had hidden codes to explicitly identify which version of an ad they were.
As far as effectiveness, different versions of an ad might give you different information, like a discount code to use or something like that. They would also pay people who would wear devices to listen for hidden audio within various media to track the ads these people specifically were exposed to. This isnt directly a measure of effectiveness, but more so of exposure.
By seeing which ads played when and how often and correlating that to changes in sales, companies can then get an idea of how effective the ads they run were.
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