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New Data Shows Excessive Increase in Digital Ad Spend Negatively Influence Sales

March 17th 2017

New York, 16th Mar 2017 – Standard Media Index (SMI), the company bringing transparency to advertising data, in conjunction with Bill Harvey Consulting, will release new data showing the effects an unbalanced TV and digital advertising media mix has on sales. The new study, which in part was originally commissioned by Turner Broadcasting, will be presented at ARF’s Re!Think conference on March 21, 2017.

A continuation of the research SMI and Harvey conducted in June 2016 looking at sales in relation to TV advertising, the study, which uses major Auto, QSR and CPG brands as its subjects, goes a step further to confirm not only does increased TV advertising support sales, but there is an optimal media mix between television and digital that ensures better sales. As it becomes even clearer that TV provides reach and transparency, it’s vital to best understand the premier media mix for brands to reach their audiences.

This new data, which looks at shifts in advertising spend from 23 brands across Auto, QSR and CPG, from 2014 – 2016, comes at a time when industry pundits are beginning to question the effects of digital advertising and brands like P&G are beginning to question their shift away from more traditional media. P&G’s move is supported by the SMI/Harvey study which shows the most successful advertising methods for the CPG brands studied were Broadcast prime time TV, all other TV and pure-play Digital Video.

In addition to releasing results of this new research, SMI will also preview the next generation of advertising effectiveness studies which will add household footprint data, and consumer action data to the mix, creating clear and actionable findings for brands to best target consumers across media types. Unlike many ROI studies in the market, this will be the industry’s first syndicated ROI series where a brand can compare itself to competitors by media type.

To hear the full findings from the SMI/Harvey report, and get a first look at the partnership’s next study, please join their presentation at the ARF Re!Think Conference in New York.

What: ARF Re!Think Conference, Tracking TV & Digital ROI Using Single-Source Methodology

When: 2:50 – 3:20 p.m. Tuesday, March 21, 2017

Where: New York Hilton Midtown, Americas II, 4th Floor

Who: James Fennessy, CEO of SMI; Bill Harvey, Executive Chairman, Bill Harvey Consulting

SMI Team

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