Standard Media Index, which analyzes advertising data, in conjunction with Bill Harvey Consulting, is set to release new data showing the effects and unbalanced TV and digital advertising mix have on sales.
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The study used major auto, quick service restaurants and consumer packaged goods brands as its subjects.
Results show that not only does increased TV advertising support sales, but there’s an optimal media mix between TV and digital to increase sales.
The study notes that industry pundits are beginning to question the effects of digital advertising and brands like P&G are starting to question their shift away from traditional media.
The most successful advertising methods for CPG brands studied were broadcast prime time TV, all other TV, and pure-play digital video.
The full findings of the SMI/Harvey report, in part originally commissioned by Turner Broadcasting, will be presented at ARF’s Re!Think conference Tuesday, Mar. 21 at the New York Hilton Midtown in NYC.
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