Working Papers

Generalizable and Robust TV Advertising Effects

Bradley T. Shapiro, Günter J. Hitsch, and Anna E. Tuchman

Jan 3, 2020

Studies the effect of advertising on sales by pre-selecting 288 brands in Nielsen Scanner data (RMS) and in Nielsen advertising data (Ad Intel); estimates the causal impact of advertising on sales, adjusting for confounding factors using “baseline” and “border” identification strategies.

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