How Major Agencies Evaluate TV Advertising in Britain

A survey of large advertising agencies in Britain was conducted to determine the state-of-the-art regarding television advertising evaluation. Evidence from 30 top agencies revealed considerable variation in the sophistication of techniques used, although the use of essentially qualitative techniques at the pre-testing stage was common to almost all agencies. The use of physiological measures and techniques—so much in vogue during the 1970s—was minimal. The implications of the findings to practitioners and academics were discussed and a comparison with USA practice was made.