By surveying consumers about the ads they saw within TV programming in the last 24 hours, Nielsen is able to measure the memorability and brand attribution of the ad reflective of the real world market.
TV commercials receiving above-average *Branding Index scores have common themes that help viewers correctly attribute the ad back to the brand.
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*The ‘Branding Index’ refers to the TV Brand Effect Brand Linkage score for the ad indexed against the database average, meaning ALL ads that were measured and that ad’s category average. Brand Linkage is defined as ‘Among those who correctly recalled the ad the day after exposure, the % of people who remembered the brand featured in the ad.