The document summarizes the findings of a meta-analysis conducted by the Advertising Research Foundation (ARF) on the effectiveness of TV advertising over time. The analysis integrated results from 7 databases comprising 388 cases across different product categories. The analysis found that TV advertising effectiveness does not appear to be declining over time, and may actually be increasing. The index of incremental days of sales or persuasion points delivered from TV advertising was stable or increasing even when controlling for variables like ad quality and wearout. Therefore, TV can still be an effective platform for advertising, particularly for generating brand awareness, though marketers need to be aware of ongoing changes in TV viewing habits and technologies.

1. Webcast Prepared for Members of The Advertising Research Foundation Prepared by: Joel Rubinson, Chief Research Officer, The ARF January 14, 2009 [email_address] Follow me on twitter @joelrubinson Empirical Generalizations Regarding the Effectiveness of TV Advertising Over Time

9. TV Advertising does NOT appear to be declining in effectiveness, and perhaps is even increasing

10. TV Advertising does NOT appear to be declining in effectiveness, and perhaps is even increasing

11. TV Advertising does NOT appear to be declining in effectiveness, and perhaps is even increasing

12. TV Advertising does NOT appear to be declining in effectiveness, and perhaps is even increasing

14. TV Advertising does NOT appear to be declining in effectiveness, and perhaps is even increasing Index of Incremental Days of Sales / Persuasion Points Delivered

15. TV can be an effective platform

16. TV can be an effective platform

17. TV can be an effective platform

18. TV can be an effective platform