What’s TV Good For?

A report from Information Resources and Deutsche Bank claims television advertising doesn’t work for most mature CPG brands. Will the Internet? [eMarketer]

A new report released by Deutsche Bank, which examined 23 major household, personal-care, food and beverage brands, found only 18% of the brands studied generated a positive return on investment (ROI) from TV advertising for periods of one year or less, and less than one-half, 45%, saw their ROI pay off in the long term.

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