Abstract:

In the Autumn of 1984, TVS and JWT commissioned AGE to conduct a study on a single panel which measured purchasing and television viewing over 12 weeks. This was to a certain extent a continuation of earlier work commissioned by JWT in 1966. The objective was to attempt to understand a little more about the short-term effects of advertising on sales; to attempt to identify Effective Frequency; and to test the logistics of having joint, detailed viewing and purchasing data on one panel. The results of the study illustrate, amongst other things, the role of TV advertising in attracting new buyers to a brand and the logistics of conducting this kind of research.