TV Companies Need to Stop Seeing Measurement as a “Box-Ticking Exercise” to Compete with Walled Gardens

Brand advertising has been commercial TV's bread and butter for the last 70 years, but the long-term benefits of TV advertising are notoriously hard to measure. While brand lift studies provide insight into consumer perceptions, these effects can be difficult to tie back to TV ads, as survey responses inevitably come loaded with respondents' preconceived Read More