MediaPost: Researchers: TV Is Like 'Price Promotion,' But It Still Beats Other Media

Rex Briggs

A long-awaited study done by Ford, along with the Interactive Advertising Bureau (IAB) and Marketing Evolution showed that of the various media contributing to a recent Ford F-150 cross-media campaign, television proved to be head and shoulders above the others in value and efficiency.

Rex Briggs, a widely respected online researcher, said that his firm would recommend 85 percent or more of the budget be dedicated to television. He did say that some shifting should occur to the Internet and magazines.