ABSTRACT This article examines the effectiveness of television advertising and changes in television-audience response in the United States since the 1980s. It concludes that television remains one of the most effective platforms for advertising, despite the rise of digital media and new technological developments. On a single, quality exposure basis, television advertising continues to be highly effective, although the rate of delivery of advertising selling power per gross rating point (GRP) has declined, but the decline is mitigated by the increasing number of households in the United States. Television advertising remains effective despite the potential increase in distracted viewing, but advertisers need to manage the quality of their messages and the media weight of their advertising more carefully than in the past. The persuasion rating point (PRP) offers an accurate measure of that effectiveness.

中文翻译：

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电视品牌建设力量的有效性和效率：历史回顾

摘要本文探讨了自1980年代以来美国电视广告的有效性和电视观众反应的变化。结论是，尽管数字媒体和新技术不断发展，电视仍然是最有效的广告平台之一。从单一的质量曝光度来看，尽管每个总收视率（GRP）的广告销售能力的交付率已经下降，但电视广告仍继续保持高效率，但美国家庭数量的增加缓解了这种下降的趋势。尽管可能分散注意力，但电视广告仍然有效，但是与过去相比，广告商需要更加谨慎地管理其消息的质量和广告的媒体权重。