In Brief
We’re living through a shift in who sets the rules of measurement.
The problem is that too much of the work TV does happens earlier, lasts longer, and shows up in places that standard attribution systems are not built to recognise. That is why the attribution problem matters so much.
Our goal is to understand the relationship between TV advertising activity and brand outcomes.
If broad reach media does not engage with econometric modelling on its own terms, it will continue to be judged more harshly by methodologies designed for activation, not brand-building.
Methodology
The analysis covers twelve Irish consumer brands across three broad sectors: supermarkets, retail and online services, plus three health insurance brands, focusing on some of the biggest and most well known brand advertisers in this market, that collectively invested approximately €150m of ad spend over the two year period we analysed.
This is a reasonably broad cross-section of Irish advertising, which will help us see how consistent the project findings are across different brand categories, consumer relationships and business models.
Key Findings
- Television is often doing more work than standard attribution gives it credit for
- It keeps working after the spot has aired.
- It creates value that unfolds over longer horizons than standard attribution usually sees
And when it is cut, the loss to a brand often arrives later, proves larger and is harder to see than the efficiency gains promised by an attribution dashboard.
That is why television’s commercial story, when measured properly, is stronger than ever.
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