Study Shows Cutting TV Spend Has Negative Impact
The significant majority of pharma budgets are often spent on TV media due to its wide reach and being a great starting connection with consumers.
In a recent study by TiVo, which was not pharma specific but rather covered a broader TV industry perspective, found that reducing TV ad spend led to a loss in ROI for 11 of 15 brands studied. Conducted in partnership with consultancy engagement firm 84.51° (a wholly-owned subsidiary of The Kroger Co.), TiVo research discovered that “for every dollar decline in ad spend, the 11 brands lost 3x that amount in return.” The white paper was sponsored by media companies such as A+E Networks and Turner.
To read more about the TiVo report, “Independent Study Confirms That Decreased TV Advertising Spend Hurts Sales,” click here.