Know-How Exchange : Research/Metrics

Many advertisers don't have specific measures of response for individual television advertising campaigns. That's especially true since television advertising is generally part of a more comprehensive marketing effort.

Even if there were statistics like this, I suspect the information would be considered proprietary by the advertiser.

I seriously doubt that you'll be able to find what you're looking for. What's the purpose? Maybe there's another way to get what you really want.

what exact response metrics are you looking for? If you agree the ultimate response is purchase, the single-source experiments in Newstead et al (2009) are mos revealing:

https://www.thearf.org/assets/pubs-jar-preview-june-09

There are sources/research for such information but don’t waste your time – they will NOT be accurate for your brand/business. There are far too many variables involved in determining response rates to be able to use them as even a rough benchmark for comparison to any other brands. For example, the:

Specific category / what’s being sold
Distribution channel(s) represented
Measurement methodology
Target audience
Marketplace and economy at that time
Brand(s) involved, their relative market position/strength / availability of substitutes, etc.
Position in the lifecycle of the brands measured (age, SOM, etc.)
Amount of marketing and advertising they’ve done in the past
Other marketing, PR, promotions and discounts taking place
Campaign age, number of pool-outs
Spot length, spending
Dayparts & programming
SOV & other clutter
Brand positioning & communication strategy
Creative itself, entertainment value
Awareness, attention and persuasion scores
Competitive marketing activities
Etc., etc., etc.

If you can hold all those variables constant for your brand – maybe you have an approximation, otherwise, I’d suggest setting up a test with balanced test and control cells to give you an answer that is meaningful for your business!

Steve