Journal of Advertising Research
Preview June 2010 Issue: The Power of Television in a Digital Age
In a heated discussion at an Association of National Advertisers “TV and Everything Video” assembly earlier this year, David Poltrack, CBS Television evp/research and planning, rose from his chair to refute a Forrester Research “TV Ad Business Is Under Siege” presentation. Poltrack was hopping mad: “Those are b______ numbers,” he exclaimed in response to the Forrester data.
To support his claim, the CBS research head cited some drop-dead research from a most credible source: A paper that featured in the June 2009 special “Empirical Generalizations” issue of the Journal of Advertising Research. “People are spending more on TV, not less,” he reminded the speaker—and the ANA audience. And, citing Joel Rubinson’s “Empirical Evidence of TV Advertising Effectiveness,” he continued, “All the research shows that television is as effective—if not more—than it ever has been.”
Rubinson, the Advertising Research Foundation’s (ARF) chief research officer, provided proof that “Over the past 15 years, TV has not declined in its effectiveness at generating sales lift and appears to be more effective than either online or print at generating brand awareness and recognition.” And, in offering up that evidence, he provided the seed for the package of papers that appear in this issue—a grouping that we’ve packaged under the moniker, “The Power of Television in a Digital Age.”
The Power of Advertising in a Digital Age includes:
- A broad analysis of how emotional responses to advertising can be measured and suggestions for how this should inform creative;
- Research from Duane Varan of the Disney MediaLab, and his Australian team looking at using interactive banners to reduce channel switching during ad breaks;
- A collaboration from NBC and Google on the link between TV advertising and search, including case studies from the 2010 Winter Olympics;
- New research from Ogilvy detailing how different types of ads can be used to impact short-term purchase decisions, or long-term brand building.
Elsewhere in the issue we have ESPN’s seven principles of cross-media research, highlighted by Artie Bulgrin in his recent keynote at the ARF’s Audience Measurement Symposium.
Previous Issue Previews
March 2010: Is Anybody Listening?
December 2009: Getting Metrics Right
September 2009: The Innovation Issue
June 2009: Special Issue
March 2009: The Mobile Moment
December, 2008: The Challenge of China
September 2008: The Long Tail of Media
The mission of the Journal of Advertising Research (JAR) is to act as the research and development vehicle for professionals in all areas of marketing including media, research, advertising and communications. The JAR provides a forum for sharing findings, applications, new technologies and methodologies, and avenues of solution. Its primary audience is the practitioner at all levels of practice.
The ARF began publishing the Journal of Advertising Research in 1960, and since its inception, it has become one of the seminal journals in the industry. The JAR encourages dialogue between practitioners and academics to expand the scientific body of knowledge about all facets of marketing and advertising research and to facilitate translation of that knowledge to support the ARF's mission of “effective business through research and insights.”
Publishers of JAR
The JAR is published quarterly for The ARF by the World Advertising Research Center. WARC is a leading supplier of knowledge and data to the global marketing community. Its other publications include Admap, the International Journal of Advertising and the online database at www.warc.com.
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