Gallup & Robinson: A Sense of Vision

INTRODUCTION

During the 1920's and 1930's, TV was no more than a laboratory curiosity; 40 years later, it was the dominant media form in the world. By the turn of the millennium, U.S. advertisers spent $120 billion in measured media and television accounted for almost half (47% or $56.8 billion) - more than twice second-place newspapers ($25.7 billion), and almost three times that spent in consumer magazines ($19.9 billion).

During much of this time, Gallup & Robinson has been a leading research partner in helping companies learn to harness this powerful force. Over the years, G&R has innovated many of the research techniques that are now considered standards in the industry. We have tested more than 60,000 commercials and are now credited with having helped shape the face of modern advertising messages. How to apply television's vast potential to particular marketing messages came by degrees, the highlights of which are the topic of this brief review.

[George Gallup]