Effectiveness and efficiency of TV’s brand building power: A historical review—Why the Persuasion Rating Point (PRP) Is a more accurate metric than the GRP

Frank Findley, Kelly Johnson, Douglas Crang, and David W. Stewart

This article examines the effectiveness of television advertising and changes in television-audience response in the United States since the 1980s.
Findley, Johnson, Crang, and Stewart

MANAGEMENT SLANT

  • Television still has the power to move markets and remains an extraordinarily efficient medium for reaching large audiences at a time when other media are increasing in cost even as they reach smaller audiences.
  • Television’s ability to influence consumers is not independent of the effectiveness and the persuasiveness of the message.
  • Prudent advertisers optimize the efficiency of television as an advertising medium by placing weight against the most persuasive message executions.
  • The breadth of media alternatives available to advertisers today makes optimization of message persuasiveness more important...

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