Cross-Sectional Geo Split Testing for TV Attribution | How To Measure TV

Unveil the strategic potential of cross-sectional geo split testing in TV advertising with our in-depth YouTube video. This method involves selecting distinct geographic regions, known as Designated Market Areas (DMAs), and designating them as either test or control groups. By broadcasting TV ads exclusively in the test DMA while keeping the control DMA ad-free, marketers can measure and analyze the differences in consumer response post-campaign.

In this video, we explore:

  • The Basics of Cross-Sectional Geo Split Testing: An introduction to this method and its relevance in TV advertising.
  • Selecting Test and Control DMAs: Learn the criteria for choosing appropriate DMAs for testing and control, ensuring they are comparable in key aspects.
  • Implementing the Strategy: Detailed insights into how to execute a geo split test, including broadcasting schedules and monitoring methodologies.
  • Measuring and Analyzing Outcomes: Understand the techniques used to measure the differences in consumer behavior and response between the test and control DMAs.
  • Overcoming Challenges: We discuss potential challenges and how to address them, such as accounting for external factors that might influence the results.
  • Case Studies and Examples: Real-world examples and case studies demonstrating the effectiveness of cross-sectional geo split testing in TV advertising campaigns.

This video is a must-watch for marketers, advertisers, media planners, and data analysts looking to deepen their understanding of sophisticated TV ad testing methodologies and enhance campaign effectiveness.

Most TV & video ads have anemic results; ~80% is caused by non-ideal creative strategy. VQ is a patent-pending system to avoid ineffective video concepts using outcomes data from 10M+ TV ads and online videos.


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