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    Traditional TV Ads Are Far Less Effective Than Believed, According to Real-Time Viewership Data

    3 weeks ago

    New research from University of Notre Dame marketing professor Shijie Lu finds that traditional methods of measuring the effectiveness of TV ads overestimate their impact by 55 percent. By combining massive datasets that track exactly what households watch and buy second by second, the study separates the real impact of TV ads from other factors.
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