How advertisers are solving TV’s measurement problem

According to a report from Marketing Architects, only 37% of TV advertisers say they’re very confident in their TV measurement. Half say the difficulty of measuring TV has led them to invest more in other channels. 

Given the differences and challenges the attribution models in the TV space (linear, streaming, CTV) present, while there isn’t a silver bullet, that doesn’t mean TV is unmeasurable. To evaluate TV campaigns more accurately, advertisers need to be deliberate in setting up attribution before launching new campaigns, use multiple measurement models to verify results and assess results with a healthy dose of skepticism. 

This new report covers findings from a survey of over 300 marketers and years of client campaigns to highlight strategies advertisers can use to understand TV performance accurately and set campaigns up for measurability and profitability. Download it to learn:

• How to avoid inconclusive results when testing TV 
• The stage where attribution is most likely to go wrong 
• Why using multiple measurement models to verify results matters

Sponsored by Marketing Architects

Share this report with a colleague