Report: TV commercials still effective

Research group says ads help 'simplify' buying decisions

A study conducted by the Advertising Research Foundation has found that TV commercials are more effective than ever when it comes to increasing sales.

"Marketers need to be more confident in the fact that there are different ways that their brand messages add value to people's lives. (TV ads) help simplify the (buying) decision," ARF chief research officer Joel Rubinson said. "As people's lives become more complicated, there is great value to that. They want to zone out and watch TV and relax and let the communications wash over them."

ARF analyzed 388 case histories from seven research agencies to reach its conclusion that TV is No. 1 in terms of raising awareness. The studies covered a span of 1990-2008.

Rubinson said the study shows that "units sold numbers increased as a result of increased TV impressions," he said. "(When one sees it) across 388 case histories, I think you've got to believe it."