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GfK Marketing Intelligence Review

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The Long-Term ROI of TV Advertising in a Digital World

Raimund Wildner
  • Managing Director and Vice President of GfK Verein and Professor of Business Administration and Statistics at the University of Erlangen-Nuremberg, Germany
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/ Guido Modenbach
Published Online: 2015-04-23 | DOI: https://doi.org/10.1515/gfkmir-2015-0008


The methods of measuring market success and advertising effect are already quite sophisticated and precise compared to the early age of mass advertising, but identifying cause and effect in the world of marketing is still a challenge. There are so many influential factors, and more and more ommunication channels are becoming available for addressing consumers and promoting one’s brand. So how does good old TV advertising stack up in this environment? Has it become obsolete in the age of social media? Does it belong to the half of the advertising that does not work? If you consider both the short- and longterm effects, the answer is an unequivocal no. That was the result of the calculations of a model developed by Seven One Media, GfK Fundamental Research of GfK Verein and GfK TV Audience Research for determining the return on investment (ROI) of TV advertising.

Keywords: TV advertising; Advertising Effect; Marketing ROI; Long-Term Effects


  • Jones, John Philip (1998): How Advertising Works, Sage Publications 1998Google Scholar

  • Wildner, Raimund; Kindelmann, Klaus (1997): “TV Advertising Effectiveness: How to Measure and Judge TV Ads’ Effectiveness with Single Source Data,” from the seminar The Revolution in Panel Research, ESOMAR, Munich and Amsterdam 1997Google Scholar

About the article

Published Online: 2015-04-23

Published in Print: 2015-05-01

Citation Information: GfK Marketing Intelligence Review, Volume 7, Issue 1, Pages 54–60, ISSN (Online) 1865-5866, DOI: https://doi.org/10.1515/gfkmir-2015-0008.

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© 2015. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License. BY-NC-ND 3.0

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