Effectiveness and efficiency of TV’s brand-building power

The Journal of Advertising Research just published as a “digital first” a terrific paper titled, 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, by MASB’s own Dave Stewart, Frank Findley, Kelly Johnson and Doug Crang. Their work is scheduled to appear in the journal’s December print edition.

Check out this great summary article from WARC: Why TV ads need persuasion rating points.

Thanks to all the authors for this great contribution to marketing accountability!