Definition
Advertising effectiveness refers to an evaluation of the extent to which a specific advertisement or advertising campaign meets the objectives specified by the client.
There is a wide variety of approaches to evaluation, including brand preference measures, inquiry tests, recall tests, and market tests. The measurement approaches include recall of ads and advertising themes, attitudes toward the advertising, and impact on actual sales levels. [1]
Average minute audience counts the average viewership of all commercials during a program, even if individual spot viewership varied considerably. [2]
C3 is a tally of how many people watched a program (and presumably the ads within it) live – plus within the following three days. C7 is live plus seven days. This is based on average minute audiences. [2]
Individual commercial metrics (ICM) measure the audience for each TV ad, be it 15, 30 or 60 seconds. [2]
A recall test is a test of advertising effectiveness in which a sample of audience members are contacted at a specific time after exposure to a media vehicle and asked to recall advertising messages they remember seeing and/or hearing in the media vehicle.
Unaided recall occurs if there is no prompting with elements of the ads or commercials being examined.
With prompting, the results are called aided recall.
See Also
References
- American Marketing Association, AMA Dictionary.
- Jack Neff, “Measurement glossary—what marketers and agencies need to know,” Ad Age, May 21,2025; https://adage.com/media/measurement/aa-measurement-glossary/