pivotalTESTING ® TV Ad Case Study © Cambia Information Group 2018. All right reserved. SITUATION: • Fortune 50 company sought to evaluate a critical new TV ad campaign • In addition to standard ad testing metrics, high credibility evaluations were necessary to ensure campaign success • Firm considered success of campaign critical to short-term business objectives as well as the longer term license to do business TESTING: • Communication test scheduled to evaluate TV ad concept • In addition to the standard battery of diagnostics, overall company reputation questions were included to assess credibility and reputation impact generated by ad • Ad concepts included a number of different narrators (each tested separately) to see which produced the best results OUTCO

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