Webinars
Long Term Ad Effectiveness Measurement – Phase 2
It is critical for marketers to understand how advertising affects brand value both in the short term and the long term.
While the discussion of measuring the long-term effects of advertising efforts often focuses on the actual metrics of the brand-specific multipliers, the true value of this work is the understanding that advertising builds short-term sales, and more importantly, builds stronger emotional and behavioral consumer connections that drive sales in the long term. This, in turn, drives brand loyalty and total brand value.
Leslie Wood will discuss a just-released study of long-term TV advertising effects based on the results for 23 packaged-goods brands, over 31 studies, including Kellogg’s Special K. This body of work leverages the Nielsen Catalina Solutions (NCS) single source dataset, which includes shopper card purchase data from Catalina, integrated with TV viewing data from Nielsen and millions of cable set-top-box HHs. This Phase 2 study implements recommendations from an industry team led by CBS. Participants will gain a clearer understanding of advertising’s value among marketing variables—leading to more intelligent investment and stronger brand equity over time.