• SHREYAS MAHIMKAR
• DR PUNIT GOEL
• DR. POORNIMA TYAGI

The effectiveness of TV advertising campaigns has become increasingly critical in the highly competitive media landscape, necessitating advanced methods to accurately measure and optimize advertising impact. This study explores the application of lift and attribution models to evaluate TV advertising campaign effectiveness, with a particular focus on integrating survey data for a comprehensive analysis. Lift models, which measure the incremental effect of advertising on consumer behaviour, and attribution models, which allocate credit to different touchpoints in the customer journey, are examined for their effectiveness in assessing advertising impact. The research begins by reviewing the evolution of TV advertising metrics and the significance of lift and attribution models in the context of modern advertising analytics. Lift models quantify the additional value generated by a campaign by comparing performance metrics of exposed versus non-exposed audiences, offering insights into the direct impact of advertising efforts. Attribution models, on the other hand, provide a framework for understanding how various marketing channels contribute to overall campaign success, enabling a more nuanced view of advertising effectiveness. A key component of this study is the integration of survey data to complement quantitative model outputs. Surveys provide valuable qualitative insights into consumer perceptions and behaviours that may not be captured by data alone. The methodology involves collecting data from TV advertising campaigns, applying lift and attribution models, and conducting a survey to gather consumer feedback on ad recall, brand perception, and purchasing intent. This combined approach offers a holistic view of campaign effectiveness. The results demonstrate that lift models are effective in quantifying the direct impact of TV ads on consumer behaviour, with findings indicating a significant increase in brand awareness and purchase intent among exposed audiences. Attribution models reveal the contribution of TV advertising within a multi-channel marketing ecosystem, highlighting its role in driving both immediate and long-term consumer actions. Survey data further supports these findings, offering deeper insights into consumer attitudes and the perceived relevance of TV ads. Challenges encountered include the complexity of integrating diverse data sources and the limitations of survey responses, which may not always align perfectly with quantitative model outputs. Despite these challenges, the study provides actionable recommendations for optimizing TV advertising strategies, emphasizing the importance of combining quantitative modelling with qualitative consumer insights.

• TV Advertising • Advertising Effectiveness • Lift Models • Attribution Models • Incremental Impact • Consumer Behaviour • Marketing Channels • Survey Data • Brand Awareness • Purchase Intent • Multi-Channel Marketing • Consumer Insights • Data Integration • Advertising Impact • Marketing Optimization

"Analysing TV Advertising Campaign Effectiveness with Lift and Attribution Models", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 9, page no.e365-e381, September-2021, Available :http://www.jetir.org/papers/JETIR2109555.pdf

"Analysing TV Advertising Campaign Effectiveness with Lift and Attribution Models", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 9, page no. ppe365-e381, September-2021, Available at : http://www.jetir.org/papers/JETIR2109555.pdf