Do consumers gain more brand awareness from broadcast TV or cable? The Cabletelevision Advertising Bureau hopes it's the latter, and has commissioned a study to find out.
The bureau has hired Millward Brown, a market research firm in Fairfield, Conn., to compare the effectiveness of broadcast vs. cable advertising. The firm did a similar study comparing magazines and broadcast advertising a year ago. Results are expected by the end of the year.
Bureau officials say the new study will center on two high-profile, not-yet-chosen brands in different categories. Cable companies are eager to show any favorable results to automotive companies because car companies, the largest ad spenders, spent about $2 billion on broadcast TV last year and only $500 million on cable. Cable companies want more of the auto action.
Says Kevin Barry, vice president for local sales and marketing for the