Nielsen examined 863 campaigns that ran on both linear TV and digital platforms and were tagged by Nielsen Total Audience Ratings (TAR) and Nielsen Digital Ad Ratings (DAR). These included ALL cross- media campaigns that ran in Q4, 2016 and Q1, 2017, regardless of vertical or television network. While the intended targets for these campaigns varied, the reach curve for these analyses are shown for people 13+
This research represents the most comprehensive analysis of the television/digital advertising landscape to date, quantifying the sales contribution of the five key drivers of advertising’s effectiveness—creative, reach, targeting, recency and context—and how the relative balance has changed over time.
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