Report: TV Advertising Doesn't Work

may 28, 2004  11:04 am
In a study sure to be controversial, Deutsche Bank says TV ads don't work for mature package good brands. The study, released on the eve of the TV buying upfront, examined 23 household, personal-care, food and beverage brands using customized marketing-mix analysis from Information Resources Inc. It found only 18% generated a positive return on investment (ROI) in the short term (a year or less) from TV advertising. Less than half (45%) saw their TV investment pay off long term.