TV Advertising Effectiveness and Profitability: Generalizable Results From 288 Brands
“The ROI analysis shows negative ROIs at the margin for more than 80% of brands, implying over-investment in advertising by most firms. Further, the overall ROI of the observed advertising schedule is only positive for one third of all brands.”
Yet another data point on why performance advertising via affiliate programs is the way to go.
Link to the full article… https://onlinelibrary.wiley.com/doi/abs/10.3982/ECTA17674