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Findings from a study carried out by TiVo Research, a subsidiary of TiVo and 84.51°, a customer engagement consultancy, indicate that when 15 Consumer Packaged Goods (CPG) brands cut their TV advertising budgets, the majority lost a much greater amount in sales year-over-year.
Each participating media brand chose five consumer brands that had lowered their TV advertising spend between 2013 and 2014 to see the year-over-year impact. The results clearly showed
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