On March 21, 2017, Advertising Research Foundation (ARF) Executive Vice President Horst Stipp presented from the main stage at the organization's annual conference, the only ROI finding related to program context unearthed by the latest ARF How Advertising Works study, which focused on context effects. This was a study conducted by my company Research Measurement Technologies (RMT) with Nielsen Catalina and sponsored by Turner Broadcasting, which found that one brand showed a +35% ROI lift over its campaign average ROI in the instances where the DriverTagsTM of the ad were at least 60% duplicated by the program context. The other brand showed a +37% lift over its campaign average ROI where that same condition was met.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.