Trends Report

Sales Guarantees Creep Into TV Ad Buying

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

April 18th, 2019
JN
Jim Nail
AC
Arleen Chien
With contributors:
Brigitte Majewski , Tina Moffett , Caitlin Wall , Christine Turley

Summary

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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