ARF TV Effectiveness
Research released January 14, 2009 by the U.S. Advertising Research Foundation (ARF) concluded that the effectiveness of Television advertising has not diminished in the face of burgeoning online video, fragmentation of audiences and proliferation of digital video recorders, but may in fact be increasing.
To address concern's that the effectiveness of Television advertising may be on the decline, the ARF conducted a massive study which analyzed 388 case studies from 7 U.S. research suppliers.
The key questions the ARF sought to answer were:
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Has the effectiveness of TV impressions changed over time and if so, has it increased or decreased?
- Is TV a reasonable option in the media mix or has a decline in effectiveness made it an undesirable way to spend your money?
Among the conclusions:
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Evidence that people are in heightened states of awareness while fast forwarding and still absorb messages (especially those they have seen before).
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Even when controlling for copy quality and wearout, TV advertising effectiveness appears to be increasing
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TV advertising does not appear to be declining in effectiveness, and perhaps is even increasing
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TV can be an effective platform
- TV appears to work best at generating brand awareness