Modelers Undercount TV’s ROI By Up To 20%

A first-of-its kind analysis of TV audience data used by modelers to measure the return on investment for ad spending found that it is sorely lacking, and in some cases misrepresents TV’s ROI by as much as 20%. The findings, which were unveiled Monday during the Advertising Research Foundation’s Audience Measurement Conference in Jersey City, N.J., are based on an exhaustive analysis conducted by Sequent Partners and Nielsen for the Council for Research Excellence

Groups Warn Of Ad-Tax Deduction Threat

The threat is more a specter right now than a real danger, but ad industry lobbyists are treating the possibility that Congress could eliminate or curtail the expensing of advertising fees as a looming Armageddon.

Bob Barocci To Retire As ARF Chief

Bob Barocci, the Madison Avenue vet who has overseen the ad industry’s Advertising Research Foundation during one of the most tumultuous periods impacting media and marketing research, will retire Dec. 31, 2013, 10 years after he joined the organization following a career as a top ad man at legendary agency Leo Burnett.