Effectiveness and efficiency of TV’s brand building power: A historical review—Why the Persuasion Rating Point (PRP) Is a more accurate metric than the GRP

This article examines the effectiveness of television advertising and changes in television-audience response in the United States since the 1980s.
Findley, Johnson, Crang, and Stewart

MANAGEMENT SLANT

  • Television still has the power to move markets and remains an extraordinarily efficient medium for reaching large audiences at a time when other media are increasing in cost even as they reach smaller audiences.