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For B2C Marketing Professionals

Sales Guarantees Creep Into TV Ad Buying

Don't Assume Proving Sales Is The Holy Grail Of TV Measurement

April 18, 2019

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Why Read This Report

With the pressure to demonstrate marketing ROI steadily escalating, Chipotle and Turner Broadcasting System have set a new standard in post-campaign ROI measurement, conducting a pilot in which the media firm guaranteed a sales lift from the quick service restaurant's ads on its TV networks. This sounds like a major advance for advertising accountability, but beware of the downsides of focusing TV advertising solely on short-term metrics. B2C marketers should read this report to learn from this campaign and plan their own tests of video buys that guarantee sales.

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Table of Contents

  • New TV Ad-Buying Model Promises Sales But Demands New Processes
  • Overemphasizing Short-Term Sales Risks Long-Term Brand Survival
  • Leverage New TV-Buying Methods, But Don't Go All-In On Sales Metrics
  • Recommendations

  • Prepare To Introduce Sales Metrics To Your TV Buys
  • Supplemental Material
  • Related Research Documents

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