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This research exercise explores the efficiency of media investment by analyzing the impact of linear TV campaigns on brand search behavior. Using publicly observable data and applying a standardized cost of search model, we assessed the performance of two competing brands that ran linear TV campaigns between January 13 and January 26, 2025.

We analyzed GWI data across multiple industries, age groups, and consumer segments to answer a critical question: Does spending time on a channel increase ad recall and brand discovery? The short answer is no—media effectiveness depends on mental state and trust rather than just exposure time. Trust over time: why some media channels outperform others

From clear calls to action and creating urgency to leveraging emotional connections and visual proof, there are key elements that can make your TV ad a success. Let’s dive into the essentials of crafting a Performance TV spot that not only captures attention but also converts viewers into customers.

As Q4 approaches, it’s easy to get swept up in the end-of-year sales frenzy. But while hitting those immediate targets is essential, it’s just as important to start laying the groundwork for a successful strategy for the year ahead. Experts like Roger L. Martin and Alex M. H. Smith emphasize that even during these busy