Television/Cable Research: Media Effectiveness Research

Newsweek Media Research Index

Television/Cable Research: Media Effectiveness Research

1950 - DR. THOMAS COFFIN FOR NBC - THE HOFSTRA STUDY

In a survey to measure the effect of television upon the actual purchase of brands advertised on the medium, it was found that 11% more of the TV owners than non-owners bought the average brand regularly and 12% bought it recently.

1952 - NBC - TELEVISION TODAY - REPORT 2

In a continuation of the 1950 Hofstra Study, the characteristics of TV set owners, the patterns of time spent with TV and other major media and TV sales effectiveness are investigated.

1954 - W.R. SIMMONS FOR NBC - WHY SALES COME IN CURVES

In a study designed to find out how television affects customer gains, customer loyalty and customer losses, it was found that when a brand goes off TV, customer level drops and when it goes on TV, customer trend improves.

1954 - W.R. SIMMONS FOR NBC - HOW TELEVISION CHANGES STRANGERS INTO CUSTOMERS

One month before and six months after TV came to Ft. Wayne, people were interviewed on their brand awareness and preference. There were marked shifts to the TV advertised brands after exposure.

1961 - NBC - PERSONALITY PLUS

In a series of studies, NBC showed that daytime television is competitive with other media on a cost efficiency, reach and frequency basis, and that the NBC personality shows generated 33% greater brand preference than competitive nonpersonality programs.

1962 - FCB - RECALL AND COMMUNICATION OF TELEVISION ADVERTISING: DAYTIME VS. NIGHTTIME, IN QUEENS, N.Y. AND ST. LOUIS

A telephone study showing the differences among set tuning, housewife viewing, commercial recall and communication for daytime and nighttime television. The studies showed little difference between day and primetime for all measures.

1962 - HOME TESTING INSTITUTE - SUMMARY OF NINE STUDIES DEALING WITH THE CONCEPT OF "FAVORITES"

All studies showed that attention to program and/or commercial recall were greater among those viewers who considered the program one of their "favorites."

1963 - NEEDHAM, LOUIS & BRORBY - RECALL AND COMMUNICATION OF TELEVISION ADVERTISING - DAYTIME VS. NIGHTTIME, IN CHICAGO

A study similar to the FCB Queens/St. Louis studies showing comparable communication patterns.

1965 - OGILVY, BENSON & MATHER - A PILOT STUDY OF CHAIN BREAK COMMERCIALS

A study to determine the probability of exposure to a commercial appearing in a between program or chain break position. This study showed that recall of chain break commercials was low, but higher during daytime than nighttime.

1965 -TELEVISION ADVERTISING REPRESENTATIVES - OBSERVIEWING

A study to determine the proportion of program viewers who watch primetime commercials-both within the program and during the station break. The study suggested that break audiences are about 10% smaller than in-program.

1965 - HERBERT E. KRUGMAN - THE IMPACT OF TELEVISION ADVERTISING: LEARNING WITHOUT INVOLVEMENT - THE PUBLIC OPINION QUARTERLY, FALL 1965

This article discusses the concept of involvement in learning related to the effectiveness of television commercials. Involvement is defined as the number of conscious bridging associations the viewer makes between the message and his personal life.

1965 - OGILVY, BENSON & MATHER - AN EXPERIMENTAL STUDY OF THE RELATIVE EFFECTIVENESS OF THREE TELEVISION DAYPARTS

A study designed to determine the relative effectiveness of daytime vs. nighttime and network vs. spot TV, and how commercial effectiveness varies with frequency of exposure to the advertising message. Fringe spot was the most effective daypart and there was a direct relationship between brand preference shift and frequency of exposure.

1967 - TRENDEX FOR TVAR - RESPONSE ABILITY

A study to measure primary and total awareness of spot TV commercials for various products.

1967 - DANIEL YANKELOVICH FOR CORINTHIAN BROADCASTING - A STUDY CONCERNING THE EFFECT OF LENGTH ON THE COMMUNICATION VALUE OF TELEVISION COMMERCIALS

A study designed to measure the effect of length on the communication value of television commercials, which showed that 60-second and 30-second commercials performed approximately the same.

1968 - HOOPER - NATIONAL TELEVISION INDEX

A pilot telephone coincidental study to determine the audience to, and recall of, prime time network commercials. The study showed that recall of 30-second commercials was 85-90% of that of '60s.

1968 - W.R. SIMMONS - PILOT STUDY ON IMMEDIATE RECALL OF TELEVISION ADVERTISING

Among those paying full attention to the program, 42% could recall a product advertised; 21% of those paying less than full attention recalled a product.

1968 - DANIEL STARCH & STAFF - VIEWER IMPRESSION STUDIES (1956-1968)

By 1968 recall scores for television commercials had dropped to half of what they had been in 1956.

1969 - STARCH/HOOPER - 30 DAYS IN ATLANTA

An aided recall telephone study of prime time television viewers showed that 32% noted the average commercial and 16% correctly identified the brand advertised.

1972 - BURKE MARKETING RESEARCH - VIEWER ATTITUDES TOWARD COMMERCIAL CLUTTER ON TELEVISION AND MEDIA BUYING IMPLICATIONS - ARF CONFERENCE, NOVEMBER 14, 1972

Report of study conducted by Burke in October 1972 to measure attitudes toward advertising on television. Conducted by telephone among 1,746 female heads of household in 12 markets across U.S. Paper also included summary of commercial audience and commercial recall data from Burke tests 1965 to 1971, related to position in chain of commercials. Latter data showed no effect on commercial recall by position in chain of commercials; however, there was a significant decrease in commercial audience by position in chain-that is, the deeper in the chain, the less commercial audience.

1976 - MICHAEL L. RAY AND PETER H. WEBB - EXPERIMENTAL RESEARCH ON THE EFFECTS OF TELEVISION CLUTTER - DEALING WITH A DIFFICULT MEDIA ENVIRONMENT - MSI (REPORT NO. 76-102)

Report of two laboratory studies concerning the effects of different levels of clutter and sequences of commercials within a "string" on viewers' attention level, recall and attitudes.

1977 - SONIA YUSPEH AND J. WALTER THOMPSON - ON-AIR: ARE WE TESTING THE MESSAGE OR THE MEDIUM?

Study of the effects of program environment on commercial performance. Conducted in two markets for six test commercials, in two program types, based on on-air tests measuring brand recall, playback, buying intent and brand perceptions. Study found that commercial performance is affected by program environment, and that performance can vary significantly among specific shows in the same program type.

1978 - GEORGE COMSTOCK ET AL - TELEVISION AND HUMAN BEHAVIOR - COLUMBIA UNIVERSITY PRESS

Comprehensive report concerning the influence of television on the way people behave. Based on review of more than 2,500 books, articles, reports and other documents.

1978 - JAMES MACLACHLAN AND PRISCILLA LABARBERA - TIME-COMPRESSED TV COMMERCIALS - JAR, AUGUST 1978

Report of laboratory test comparing effectiveness of six test commercials, presented at normal speed vs. 25% time-compressed. Subjects were 210 college students. The faster version was rated as more interesting for five commercials. Unaided brand recall two days after exposure showed mixed results: higher for the faster version in three cases; lower in two cases, the same for one commercial.

1978 - MICHAEL L. RAY AND PETER H. WEBB - ADVERTISING EFFECTIVENESS IN A CROWDED TELEVISION ENVIRONMENT - MSI (REPORT NO. 78-113)

Report of laboratory study of clutter; concerning effect of amount, type and sequence of nonprogram materials on commercial performance. Third study in series sponsored by MSI, ANA or AAAA. Study found that first position in a string of commercials is associated with higher attention and recall; as the amount of clutter increased, there was a consistent decrease in effectiveness scores; individual commercials differ in their ability to withstand the effects of clutter.

1979 - JOHN R. ROSSITER - DOES TV ADVERTISING AFFECT CHILDREN? - JAR, FEBRUARY 1979

Summary report of research evidence concerning the general effects (cognitive effects, attitudinal effects and behavioral effects) of TV advertising on children, analyzed as cumulative-exposure effects (with age) and heavy-exposure effects (within age). Study found cognitive understanding of commercials increases with age;positive attitudes decrease with age; desire for advertised products does not decrease with age or exposure.

1979 - PETER H. WEBB AND MICHAEL L. RAY - EFFECTS OF TV CLUTTER - JAR, JUNE 1979

Report of third MSI study concerning the effects of TV clutter (see 1978 Ray & Webb).

1979 - VALENTINE APPEL, SIDNEY WEINSTEIN AND CURT WEINSTEIN - BRAIN ACTIVITY AND THE RECALL OF TV ADVERTISING - JAR, AUGUST 1979

Study of alpha wave brain activity while viewing high-recall and low-recall test commercials. Data obtained under laboratory conditions, from sample of 30 women 18 to 49. Study did not confirm that TV viewing is a right-hemisphere activity, or that higher recall commercials would produce more left brain activity than right. Study did confirm that higher scoring commercials produced greater amounts of brain activity.

1980 - ASPEN INSTITUTE BACKGROUND READINGS

Conference on Alternatives for Measuring the Value and Effectiveness of Television Programs.

1980 - JACOB JACOBY, WAYNE D. HOYER AND DAVID A. SHELUGA - THE MISCOMPREHENSION OF TELEVISED COMMUNICATIONS - AAAA REPORT

Report of study to determine the degree of miscomprehension associated with TV advertising relative to other forms of TV communication. Study indicated that the major portion of most televised communications seem to be correctly comprehended; and that viewers are less likely to misunderstand commercials than entertainment and news program material, although the difference is slight. A follow-up print advertising comprehension study, sponsored by The Advertising Educational Foundation, was conducted in 1987.

1980 - HERBERT E. KRUGMAN, GENERAL ELECTRIC - POINT OF VIEW: SUSTAINED VIEWING OF TELEVISION - JAR, JUNE 1980

Discussion of the ability of the right brain to maintain sustained attention with relatively little fatigue, while concentrated left-brain attention needs frequent rest. Implications for television to make remarkable contributions to teaching.

1980 - JAMES MACLACHLAN AND MICHAEL H. SIEGAL - REDUCING THE COSTS OF TV COMMERCIALS BY USE OF TIME COMPRESSIONS - JOURNAL OF MARKETING RESEARCH, FEBRUARY 1980

Report of small-scale experiment comparing the effectiveness of four television commercials, seen at normal speed vs. at 25% faster than normal. The time-compressed commercials yielded higher recall. Added clutter in the time-compressed treatment (containing two additional commercials) seemed to have minimal effect.

1980 - DAVID G. SCHMELING AND C. EDWARD WOTRING - MAKING ANTI-DRUG ABUSE ADVERTISING WORK - JAR, JUNE 1980

Description of 1976-1977 Florida Drug Abuse Campaign and results of campaign, as case study example of effective media campaign.

1980 - HUBERT A. ZIELSKE AND WALTER A. HENRY - REMEMBERING AND FORGETTING TELEVISION ADS - JAR, APRIL 1980

Discussion of Foote, Cone and Belding model of TV advertising recall, based on analysis of unaided recall measures from 17 tracking studies. Comparisons of findings are made with 1959 print study.

1981 - BURKE FOR INTV - THE EFFECTS OF STATION ENVIRONMENT ON TELEVISION ADVERTISING COMMUNICATIONS

Comparison of commercial effectiveness (recall, believability, persuasiveness and attitude toward commercial) of commercials on independent stations vs. network affiliates, in early evening, prime time and late evening. Conducted in eight markets using eight test commercials. Study concluded commercials performed equally well on independents and affiliates.

1981 - NEWSPAPER ADVERTISING BUREAU - TRENDS IN TV COMMERCIAL RECALL

Report of three telephone surveys sponsored by the Newspaper Advertising Bureau in 1965, 1974 and 1981 to measure recall of brand advertised in last commercial seen by adult viewers in early evening and prime time. Approximately 1,000 interviews were completed in each survey in a small sample of markets. (1974 and 1981 field work implemented by Burke.) The results indicated a decline in the proportion of viewers able to recall the last brand advertised: from 18% in 1965, to 12% in 1974, to 7% in 1981.

1981 - GARY F. SOLDOW AND VICTOR PRINCIPE - RESPONSE TO COMMERCIALS AS A FUNCTION OF PROGRAM CONTEXT - JAR, APRIL 1981

Small-scale, laboratory study to investigate the role of program involvement on commercial effectiveness. Results suggest that more involving programs provide less effective commercial environment.

1981 - FRED S. ZUFRYDEN - A TESTED MODEL OF PURCHASE RESPONSE TO ADVERTISING EXPOSURE - JAR, FEBRUARY 1981

Description of new model to relate advertising exposures of specific media schedules on television to purchase patterns. Includes results of case study test of model using AdTel data.

1982 - CHARLES B. RITER, PHILLIP J. BALDUCCI, AND CONALD MCCOLLUM, MCCOLLUM/SPIELMAN - TIME COMPRESSION: NEW EVIDENCE - JAR DECEMBER 1982/JANUARY 1983

Study of the effectiveness of time-compressed commercials (three 30-second spots reduced to 24 seconds) using McCollum/Spielman test facilities to obrain unaided brand recall, main idea recall and motivation. Results showed an advantage for the 24-second commercials, but not to the degree indicated by earlier academic studies.

1982 - NANCY STEPHENS - THE EFFECTIVENESS OF TIME-COMPRESSED TELEVISION ADVERTISEMENTS WITH OLDER ADULTS - JOURNAL OF ADVERTISING, NO. 7, 1982

Report of small-scale experiment concerning the effectiveness of time-compressed television commercials, examined by age of subject. Results indicated that time compression can raise recall among younger adults (20-29 years of age) but reduces recall among older adults (60-69 years of age).

1982 - FRED S. ZUFRYDEN - PREDICTING TRIAL, REPEAT, AND SALES RESPONSE FROM ALTERNATIVE MEDIA PLANS - JAR, JUNE/JULY 1982

Results of AdTel data analysis using model to predict market performance as a function of alternative television plans. Follow-up paper to 1981 article describing model.

1983 - HERBERT E. KRUGMAN - TELEVISION PROGRAM INTEREST AND COMMERCIAL INTERRUPTION - JAR, FEBRUARY/MARCH 1983

Analysis comparing impact of interruptive commercials vs. commercials which come at a natural program break. Concluded that interruptive commercials are not less effective.

1983 - NANCY STEPHENS AND ROBERT A. WARRENS - ADVERTISING FREQUENCY REQUIREMENTS FOR OLDER ADULTS - JAR, DECEMBER 1983/JANUARY 1984

Small-scale study of television advertising effect among younger adults (35 and ud under) vs. older adults (55 and over), at three frequency levels (2, 4, and 6 exposures) and at two time periods after exposure (after one day and one week). Study concluded no age effect and no saturation effect at six exposures.

1984 - MICHAEL RAY AND RAJEEV BATRA - IDENTIFYING OPPORTUNITIES FOR REPETITIVE MINIMIZATIATION - MSI (REPORT NO. 84-108)

Study concerning repetition of television commercials.

1984 - BUSINESS DECISIONS INC. FOR NEWSWEEK - COMPARISON OF TELEVISION AND PRINT ADVERTISING: THE EFFECTS OF SINGLE EXPOSURE

Study to evaluate the relative effects of a single exposure to advertising in print vs. single exposure in television. Also includes comparison with combined effect of print plus television exposure. For four test ads. By mall intercept interviews in eight markets. Concluded that print alone was more effective than TV alone on most message-related criteria, and that print advertising contributes considerably to making the combination of media more powerful.

1984 - CLANCY, SHULMAN AND ASSOCIATES FOR TELEVISION AUDIENCE ASSESSMENT - PROGRAM IMPACT AND PROGRAM APPEAL: QUALITATIVE RATINGS AND COMMERCIAL EFFECTIVENESS

Report of a laboratory study conducted to explore the relationship of TAA's measures of Program Impact and Program Appeal, and four measures of commercial effectiveness (brand name recall, message recall, message credibility and intent to purchase). Report concludes that the findings support previous research in this area; that is, viewers' involvement with a television program does affect their response to commercials placed within the program.

1984 - CLANCY, SHULMAN AND ASSOCIATES, FOR TELEVISION AUDIENCE ASSESSMENT - COMMERCIAL EFFECTIVENESS AND VIEWER INVOLVEMENT WITH TELEVISION PROGRAMS: A LITERATURE REVIEW

Review of available research literature over the past 30 years related to program involvement and commercial effectiveness.

1985 - CATHY J. COBB, UNIVERSITY OF ILLINOIS - TELEVISION CLUTTER AND ADVERTISING EFFECTIVENESS - IN PROCEEDINGS OF THE AMA EDUCATORS' CONFERENCE, 1985

Report of small-scale investigation concerning the impact of clutter and commercial position on the effectiveness of low involvement and high involvement commercials. Patterned after 1979 work by Webb and Ray. Conducted among small samples of students at the University of Illinois. The test employed simulated natural exposure conditions to compare recall of commercials in clusters with four :30's versus eight :30's; and in external versus internal positions in each cluster. On average, the commercials performed better under low clutter conditions; and in external positions, as hypothesized, consistent with the 1979 findings. The results concerning low versus high involvement commercials were mixed.

1987 - PHIL GULLEN, J. WALTER THOMPSON, LONDON, AND HUGH JOHNSON, TVS, LONDON - RELATING PRODUCT PURCHASING AND TV VIEWING - JAR, DECEMBER 1986/JANUARY 1987

British analysis concerning the effects of television advertising on purchases of 15 household packaged goods products. Based on TV viewing and product purchase data over a 13-week period among 315 housewives in AGB's TCA panel; merged with commercial log data to estimate OTS. Some conclusions: (1) TV advertising has greater influence on attracting "new" buyers than on repeat purchasers, in the short-term; (2) The more advertising for a new brand, the more effective; (3) The first OTS between purchases has the highest incremental value.

1987 - FLEMMING HANSEN AND LARS GRONHOLDT - THE EFFECTIVENESS OF TELEVISION ADVERTISING: A STUDY IN A UNIQUE SETTING - FROM THE 1987 ESOMAR SEMINAR, AMSTERDAM

Matched-market analysis of television advertising effectiveness in Denmark. Based on sales data for 49 brands over 21 months in 1983/1984 in two areas of Denmark: (1) Southern Jutland where television advertising for the brands could be seen on West German television; and (2) Northern Jutland where the commercials could not be seen. Results showed that television advertising had a significant effect on the market share of the test brands. Conducted at a time when Danish television carried no commercials. Brand awareness analysis for same test was reported at 1985 ESOMAR.

1987 - GERARD J. TELLIS, UNIVERSITY OF IOWA - ADVERTISING EXPOSURE, LOYALTY, AND BRAND PURCHASE: A TWO-STAGE MODEL OF CHOICE - MSI, REPORT NO. 87-105

This study concerns the effects of television advertising on brand choice and purchase volume. Based on purchase records (scanner data) and household television tuning records (audimeter data) for a panel of 251 households over 52 weeks. The analysis examined panel purchases of twelve brands of bathroom tissue related to potential advertising exposures for the test brands; for new versus established brands, among loyal and non-loyal purchasers. The results indicated that "Advertising is effective in increasing the volume purchased by loyal buyers, but not effective in winning new buyers." and "For loyal buyers, high levels of exposure per week may be unproductive due to leveling off in effectiveness."

1988 - SURVEY RESEARCH, HONG KONG FOR CBS - ADVERTISING EVALUATION STUDY

Research to evaluate the effectiveness of advertising for foreign companies on on-going CBS programs on Chinese Central Television were sponsored by CBS in 1986, 1987 and 1988. In each study, personal interviews were conducted with: (1) a probability sample of residents 15 and over in Beijing, Shanghai, and Guangzhou; and (2) a sample of government officials. Effectiveness was analyzed based on measures of product/company awareness, advertiser recall and attitudes toward advertiser, among CBS program viewers versus non-viewers. In the 1988 study, advertising effectiveness on the Olympics was also analyzed on a pre-post basis. Results are presented for each advertiser separately, in general showing significant positive impact. Information about television viewing behavior is also reported.

1989 - LUCY L. HENKE AND THOMAS R. DONOHUE, BOSTON UNIVERSITY - FUNCTIONAL DISPLACEMENT OF TRADITIONAL TV VIEWING BY VCR OWNERS - JAR, APRIL/MAY 1989

Study concerning the effects of VCR ownership on television viewing patterns; comparing tapers and non-tapers. Conducted by telephone with 485 VCR owners in Lexington, KY. 78% reported "ever taping." Findings indicated VCR acquisition affected television patterns in both groups.

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