A new Disney-ABC Television study reveals that programs with a 1.0 rating or greater deliver twice the ROI of programs that come in below a 0.4 rating. This means these media deals outweigh “the higher costs of premium programming.”
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
TV investments still beat digital advertising when it comes to business gains. Updated research from Neustar — a study backed by Horizon Media and Turner — says that over a seven-year period from 2010 to 2016, TV advertising consistently outperformed digital among key return on investment (ROI) business measures.