Years ago, working with the ANA, I discovered that a brand can get more than 10X as much Return on Ad Spend (ROAS) in one market as in another market. My great friend Erwin Ephron was very interested in this phenomenon. In my last conversation with him he urged me to remind the industry of the value of spot TV.
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Bill Harvey, a columnist at MediaVillage ("In Terms of ROI"), has spent more than 35 years leading the way in media research with pioneer thinking in new media, set-top box data, optimizers, measurement standards, privacy standards, the ARF Model; … read more