US networks join advertisers in sponsoring TV effectiveness study

- The four big US TV networks, ABC, CBS, Fox and NBC, have signed up to sponsor the AdWorks 2 study, which is being billed as the most comprehensive effort to date to evaluate the effectiveness of TV advertising.

- The four big US TV networks, ABC, CBS, Fox and NBC, have signed up to sponsor the AdWorks 2 study, which is being billed as the most comprehensive effort to date to evaluate the effectiveness of TV advertising.

The four networks join a group of prominent advertisers, including Mars and Procter & Gamble, which have already subscribed to AdWorks 2.

AdWorks 2 will examine actual sales and ad data for hundreds of brands and will use marketing mix models to separate out the incremental sales effect of TV advertising.

In all, more than 1,500 brands in 200 plus categories across 50 markets will be included in the analysis.