Quantifying Impact of TV Marketing for a Large Retailer In The US


The client’s marketing team wanted to isolate the impact of Conventional Media marketing (TV) as the team spends ~40% of their marketing budget on TV medium. The objective of the study was to evaluate the impact of TV marketing on new customer acquisition and orders placed. The client also wanted to carry out a comparative study of TV in comparison to other mass media channels like Radio


  • Developed predictive models using regression techniques to establish a relationship between TV spend Vs customer acquisition and total orders placed
  • Measurement analysis was carried out comparing time periods in which TV marketing was present VS absent. This served as an alternative method to predictive modeling in order to explain impact of TV spend.
  • Established a comparative Analysis on the impact of marketing using TV only Vs, TV + National Radio and TV + National Radio + Local Radio

Key Benefits

The client can isolate the impact of TV spend and redistribute the budget across other media channels


Icon Boost

TV marketing does not produce the best results in isolation. Recommended to Continue TV spends, but in tandem with Radio awareness.

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