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Did someone say pizza party???
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I think it's pointless. unless you are also stopping pos, ooh, coupons and fsis in the "control" market. We know the purchase cycle is a journey, so why do companies try and isolate just one part of it? Lastly, TV is an awareness vehicle, primarily. I personally dislike when clients try to use it in isolation to correlate to actual sales. .. .(steps off soapbox :-))
There are plenty of more granular ways to measure impacts of TV than matched market today. Attribution using brand lift works really well.
I tend to feel volume is a serious caveat when it comes to TV attribution.
There is too much noise and each market is nuanced which is why I’m not a fan anymore of match market tests. And usually a client won’t have a big appetite for testing a bunch of market pairs. And then there’s the rest of the in-market media already running which they won’t want to turn off for a test.