A conversation on the ROI of television advertising

Featuring Brad Shapiro, Associate Professor of Marketing and True North Faculty Scholar, Chicago Booth School of Business


Thematiks: On Research presents brief conversations with the authors of the most-viewed posts featured in the newsletter.

In this episode, I speak with Brad Shapiro, Ph.D. about his research into the return on investment of television advertising.

The original post is linked below.

Is TV ad spending worth it? Probably not
In 2019, advertisers in the U.S. spent over $66B in commercials, so it would be safe to assume that this huge investment yielded a positive result to the ad buyers. This assumption is wrong, says new research from Anna Tuchman (Kellogg), Bradley Shapiro…
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