Are the New Forms of Television Advertising Beneficial for the Advertisers and the TV Management? A Spanish Television Advertising Study

Research demonstrates the continuing leadership of television as a mass-media advertising medium. However, its effectiveness has been questioned. Television channels have, therefore, reacted to this by providing alternatives to the traditional 30-sec advertisement spot. Nevertheless, despite their widespread use, little is known about whether the higher costs of these “new forms of advertising” are justified. The purpose of this study is to comparatively quantify the effectiveness of the various television-advertising formats with the aim of establishing the financial implications of the cost of such effectiveness.