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Datafile Name: TV Ad Yields
Datafile Subjects: Consumer , Economics
Story Names: TV Ad Yields
Reference: Wall Street Journal, March 1, 1984
Authorization: free use
Description: This data appeared in the Wall Street Journal. The advertisement were selected by an annual survey conducted by Video Board Tests, Inc., a New York ad-testing company, based on interviews with 20,000 adults who were asked to name the most outstanding TV commercial they had seen, noticed, and liked. The retained impressions were based on a survey of 4,000 adults, in which regular product users were asked to cite a commercial they had seen for that product category in the past week.
Number of cases: 21
Variable Names:
  1. FIRM: Firm name
  2. SPEND: TV advertising budget, 1983 ($ millions)
  3. MILIMP: Millions of retained impressions per week
The Data:
  FIRM              SPEND     MILIMP

MILLER LITE	      50.1	32.1
PEPSI                    74.1	99.6
STROH'S	      19.3	11.7
FED'L EXPRESS    22.9	21.9
BURGER KING       82.4	60.8
COCO-COLA          40.1	78.6
MC DONALD'S	     185.9	92.4
MCI	                   26.9	50.7
DIET COLA	       20.4	21.4
FORD	                 166.2	40.1
LEVI'S	                   27.0	40.8
BUD LITE	       45.6	10.4
ATT/BELL	     154.9	88.9
CALVIN KLEIN	         5.0	12.0
WENDY'S	        49.7	29.2
POLAROID	        26.9	38.0
SHASTA	          5.7	10.0
MEOW MIX	          7.6	12.3
OSCAR MEYER         9.2	23.4
CREST	                    32.4	71.1
KIBBLES 'N BITS        6.1     	  4.4