TV Advertising and return on investment.

TV Advertising and return on investment: A recent survey of 135 senior-level advertisers for network TV found that the majority determine their advertising and marketing budgets based on historical spending not on the knowledge of the spending necessary to meet business goals. Because they think of advertising in terms of brand building rather than return on investment, they are not employing the rigor that would deliver the highest ROI, according to the researchers, the Association of National Advertisers (ANA), Marketing Management Analytics (MMA) and Forrester Research.