HOW TV-ADVERTISING WORKS - A METAANALYSIS OF 389 REAL-WORLD SPLIT CABLE TV-ADVERTISING EXPERIMENTS

The authors analyze results of 389 BEHAVIORSCAN(R) matched household, consumer panel, split cable, real world T.V. advertising weight, and copy tests, Additionally, study sponsors-packaged goods advertisers, T.V. networks, and advertising agencies-filled out questionnaires on 140 of the tests, which could test common beliefs about how T.V. advertising works, to evaluate strategic, media, and copy variables unavailable from the BEHAVIORSCAN(R) results. Although some of the variables did indeed identify T.V. advertising that positively affected Sales, many of the variables did not differentiate among the sales effects of different advertising treatments. For example, increasing advertising budgets in relation to competitors does not increase sales in general. However, changing brand, copy, and media strategy in categories with many purchase occasions in which in-store merchandising is low increases the likelihood of T.V. advertising positively affecting sales. The authors' data do not show a strong relationship between standard recall and persuasion copy test measures and sales effectiveness. The data also suggest different variable formulations for choice and market response models that include advertising.