Advertisers are primarily measuring the outcome of their TV ad campaigns on the bases of increased brand awareness (49%) and increased sales (44%), finds a recent report from Forbes Insights and Simulmedia, and these are also the outcomes that have increased in importance for the largest share of advertisers over the past 3-5 years. So how are advertisers tying TV advertising to increased sales and other business outcomes?
Most commonly, companies are looking at total purchase data after ads run (64%) and total website visits after ads run (60%). That’s likely a reflection of the common metrics used, which include direct website traffic, which is now as popular as Gross Rating Points (GRPs). Read the rest at MarketingCharts.