The stat that made me question everything about TV ads

I was reading through a Nielsen report last month and found out that only 18% of people can even recall a single TV ad they saw the day before. That shocked me because we still put so much budget into broadcast spots at my agency. Everyone acts like TV is still king, but if 82% of viewers can't remember our work 24 hours later... are we just throwing money away? Has anyone else seen numbers like this and changed how they sell clients on media mix?

2 comments

2 Comments

mark_price1mo ago

My uncle sells mattresses and swears TV ads keep his business alive.

bennett.nora1mo ago

Wait, do local mattress places actually get enough return on those pricey TV spots to make it worth it? @mark_price I always figured the big box stores like Mattress Firm were the only ones who could afford that kind of advertising. Your uncle must have a really strong local brand if people are actually tracking his store from a commercial. I guess for something people only buy every 10 years, you need constant reminders or they'll forget you exist.