May 24, 2004

TV ADS DOESN'T WORK FOR MATURE PACKAGE GOODS

In a study sure to be controversial, Deutsche Bank says TV ads don't work for mature package good brands. Source: AdAge

"The study, released on the eve of the TV buying upfront, examined 23 household, personal-care, food and beverage brands using customized marketing-mix analysis from Information Resources Inc. It found only 18% generated a positive return on investment (ROI) in the short term (a year or less) from TV advertising. Less than half (45%) saw their TV investment pay off long term."