Key points are not available for this paper at this time.
Leonard M. Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, Mary Ellen Stevens, How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments, Journal of Marketing Research, Vol. 32, No. 2 (May, 1995), pp. 125-139
Lodish et al. (1995) studied this question.