Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy

References

• Ackerberg D (2001) Empirically distinguishing informative and prestige effects of advertising. RAND J. Econom. 32(2):316–333.Crossref, Google Scholar
• Ackerberg D (2003) Advertising, learning, and consumer choice in experience good markets: An empirical examination. Internat. Econom. Rev. 44(3):1007–1040.Crossref, Google Scholar
• Anderson ET, Simester D (2013) Advertising in a competitive market: The role of product standards, customer learning, and switching costs. J. Marketing Res. 50(4):489–504.Crossref, Google Scholar
• Bollapragada S, Garbiras M (2004) Scheduling commercials on broadcast television. Oper. Res. 52(3):337–345.Link, Google Scholar
• Bronnenberg BJ, Kruger MW, Mela CF (2008) Database paper—The IRI marketing data set. Marketing Sci. 27(4):745–748.Link, Google Scholar
• Danaher PJ, Danaher TS, Smith MS, Loaiza-Maya R (2020) Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment. J. Marketing Res. 57(3):445–467.Crossref, Google Scholar
• Deighton J, Henderson CM, Neslin SA (1994) The effects of advertising on brand switching and repeat purchasing. J. Marketing Res. 31(1):28–43.Crossref, Google Scholar
• Deng Y, Mela CF (2018) TV viewing and advertising targeting. J. Marketing Res. 55(1):99–118.Crossref, Google Scholar
• Du RY, Xu L, Wilbur KC (2019) Immediate responses of online brand search and price search to TV ads. J. Marketing 83(4):81–100.Crossref, Google Scholar
• Du R, Netzer O, Schweidel D, Mitra D (2021) Capturing marketing information to fuel growth. J. Marketing 85(1):163–183.Crossref, Google Scholar
• Ebbes P, Papies D, van Heerde HJ (2016) Dealing with endogeneity: A nontechnical guide for marketing researchers. Homburg C, Klarmann M, Vomberg A, eds. Handbook of Market Research (Springer, Cham, Switzerland), 30–31.Crossref, Google Scholar
• eMarketer (2022) Advanced TV 2022: What’s next for addressable, programmatic, and connected TV. Accessed April 12, 2025, https://www.emarketer.com/content/advanced-tv-2022#page-report.Google Scholar
• Gordon BR, Moakler R, Zettelmeyer F (2023) Close enough? A large-scale exploration of non-experimental approaches to advertising measurement. Marketing Sci. 42(4):768–793.Link, Google Scholar
• Gordon BR, Zettelmeyer F, Bhargava N, Chapsky D (2019) A comparison of approaches to advertising measurement: Evidence from big field experiments at Facebook. Marketing Sci. 38(2):193–225.Link, Google Scholar
• Gordon BR, Jerath K, Katona Z, Narayanan S, Shin J, Wilbur KC (2021) Inefficiencies in digital advertising markets. J. Marketing 85(1):7–25.Crossref, Google Scholar
• Hartmann WR, Klapper D (2017) Super bowl ads. Marketing Sci. 37(1):78–96.Link, Google Scholar
• Hu Y, Lodish LM, Krieger AM (2007) An analysis of real world TV advertising tests: A 15-year update. J. Advertising Res. 47(3):341–353.Crossref, Google Scholar
• Joo M, Wilbur KC, Cowgill B, Zhu Y (2014) Television advertising and online search. Management Sci. 60(1):56–73.Link, Google Scholar
• Lambrecht A, Tucker CE, Zhang X (2023) TV advertising and online sales: A case study of intertemporal substitution effects for an online travel platform. J. Marketing Res. 61(2):248–270.Crossref, Google Scholar
• Lewis R, Reiley D (2014) Online ads and offline sales: Measuring the effect of retail advertising via a controlled experiment on Yahoo!. Quant. Marketing Econom. 12(3):235–266.Crossref, Google Scholar
• Lewis R, Rao J, Reiley D (2011) Here, there, and everywhere: Correlated online behaviors can lead to overestimates of the effects of advertising. Proc. 20th Internat. Conf. World Wide Web (ACM, New York), 157–166.Google Scholar
• Li X, Hartmann WR, Amano T (2024) Preference externality estimators: A comparison of border approaches and IVs. Management Sci. 70(11):7892–7910.Link, Google Scholar
• Liaukonyte J, Teixeira T, Wilbur KC (2015) Television advertising and online shopping. Marketing Sci. 34(3):311–330.Link, Google Scholar
• Lodish LM, Abraham M, Kalmenson S, Livelsberger J, Lubetkin B, Richardson B, Stevens ME (1995) How T.V. advertising works: A meta-analysis of 389 real world split cable TV advertising experiments. J. Marketing Res. 32(2):125–139.Crossref, Google Scholar
• Malthouse E, Maslowska E, Franks J (2018) Understanding programmatic TV advertising. Internat. J. Advertising 37(5):769–784.Crossref, Google Scholar
• McGranaghan M, Liaukonyte J, Wilbur KC (2022) How viewer tuning, presence, and attention respond to ad content and predict brand search lift. Marketing Sci. 41(5):873–895.Link, Google Scholar
• Moshary S, Shapiro BT, Song J (2021) How and when to use the political cycle to identify advertising effects. Marketing Sci. 40(2):283–304.Link, Google Scholar
• NBC Universal (2022) Measurement framework look book V1. Report, NBC Universal, New York.Google Scholar
• Neslin SA, Taylor GA, Grantham KD, McNeil KR (2013) Overcoming the “recency trap” in customer relationship management. J. Acad. Marketing Sci. 41(3):320–337.Crossref, Google Scholar
• Petrin A, Train K (2010) A control function approach to endogeneity in consumer choice models. J. Marketing Res. 47(1):3–13.Crossref, Google Scholar
• Sahni NS (2016) Advertising spillovers: Evidence from online field experiments and implications for returns on advertising. J. Marketing Res. 53(4):459–478.Crossref, Google Scholar
• Sethuraman R, Tellis GJ, Briesch RA (2011) How well does advertising work? Generalizations from a meta-analysis of brand advertising elasticity. J. Marketing Res. 48(3):457–471.Crossref, Google Scholar
• Shapiro BT (2018) Positive spillovers and free riding in advertising of prescription pharmaceuticals: The case of antidepressants. J. Political Econom. 126(1):381–437.Crossref, Google Scholar
• Shapiro BT, Hitsch GJ, Tuchman AE (2021) TV advertising effectiveness and profitability: Generalizable results from 288 brands. Econometrica 89(4):1855–1879. Crossref, Google Scholar
• Sinkinson M, Starc A (2019) Ask your doctor? Direct-to-consumer advertising of pharmaceuticals. Rev. Econom. Stud. 86(2):836–881.Crossref, Google Scholar
• Stephens-Davidowitz S, Varian H, Smith MD (2017) Super returns to Super Bowl ads? Quant. Marketing Econom. 15(1):1–28.Crossref, Google Scholar
• Tellis GJ (1988) Advertising exposure, loyalty, and brand purchase: A two-stage model of choice. J. Marketing Res. 25(2):134–144.Crossref, Google Scholar
• Thomas M (2020) Spillovers from mass advertising: An identification strategy. Marketing Sci. 39(4):807–826.Link, Google Scholar
• Train K (1999) Halton sequences for mixed Logit. Working paper, Department of Economics, University of California, Berkeley.Google Scholar
• Tsai YL, Honka E (2021) Informational and noninformational advertising content. Marketing Sci. 40(6):1030–1058.Abstract, Google Scholar
• Tuchman AE, Nair HS, Gardete PM (2018) Television ad-skipping, consumption complementarities and the consumer demand for advertising. Quant. Marketing Econom. 16(2):111–174.Crossref, Google Scholar
• Wilbur KC, Xu L, Kempe D (2013) Correcting audience externalities in television advertising. Marketing Sci. 32(6):892–912.Link, Google Scholar
• Wooldridge JM (2015) Control function methods in applied econometrics. J. Human Resources 50(2):420–445.Crossref, Google Scholar
• Zhang Y, Trusov M, Stephen AT, Jamal Z (2017) Online shopping and social media: Friends or foes? J. Marketing 81(6):24–41.Crossref, Google Scholar