Cutting TV ad spending led to much lower sales for most of the marketers included in a new study.
The study was conducted by consultancy 84.51° in partnership with TiVo Research, A+E Networks and Turner Broadcasting, and comes as networks are beginning to make upfront presentations to media buyers and clients.
Looking at 15 consumer packaged goods brands that cut TV spending in 2014, sales dropped for 11 of them by a total of $94 million.
For every dollar cut from the TV budget, sales fell $3 dollars, the research found. Return on investment dropped as well. The average marketer reduced its ad budget by $3.1 million, resulting in lost sales of $8.6 million.
Read more at broadcastingcable.com.