Audience Measurement Studies Highlight TV’s Challenges

By February 16, 2022 Media

TV audience measurementIn recent years many advertisers questioned whether or not consumers saw or had the opportunity to see their digital media advertising. Many may now be wondering the same about their investment in television.

If engagement is the key to success when it comes to TV advertising, this latest study certainly raises issues on whether the industry has valid measurement tools in place to assess the efficacy of this medium.

The following article from AdExchanger profiles the Marketing Science journal’s study that 30% of TV ads play to empty rooms. This comes on the heels of the Double Verify study, which found that 1 in 4 CTV ads ran while TV sets were off. Based upon these findings, it’s clear that the advertising industry has much work to do to assess audience delivery in general and engagement in particular Read More

Author Cliff Campeau

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