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| The TV multiplier effect varies according to product category. It reached its highest levels in the "durables" category, where consumers who had seen both magazine and TV ads were 5.7 times more likely to become "buyers" (and 3.3 times more likely to indicate "intent to buy") than those who had seen the TV ads only. |
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| [ "Buyer" Multiplier Effect, by Product Category ] |
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| [ "Intent to Buy" Multiplier Effect, by Product Category ] |
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| [ Example Cases ] |
| [ "Buyer" Multiplier Effect ] |
[ "Intent to Buy" Multiplier Effect ] |
Mobile Phone/Beeper campaign
| |
Percentage who "Bought" |
| Total |
10.8 |
| "Saw TV ad only" |
8.9 |
| "Saw both TV and magazine ads" |
22.9 |
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New product: Shampoo containing mineral water
| |
Percentage who "Intend to Buy" |
| Total |
16.0 |
| "Saw TV ad only" |
16.4 |
| "Saw both TV and magazine ads" |
36.0 |
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| Data from Case Study of 549 Ad Campaigns, by Dentsu, Inc. |
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