Speaking at the Advertising Research Foundation’s recent Audience Measurement 9.0 conference, director of marketplace analytics at Kellogg, Jeff Doud, explained that the company currently has three initiatives looking into the subject.

“We do a pretty good job – and we think we have a pretty good handle on – measuring the short-term response to TV advertising, but we also know that there’s a longer-term impact that we’re not currently capturing,” said Doud.

One of Kellogg’s projects, working alongside Millward Brown, is looking at the relationship between advertising creative and long-term base sales, with a view to producing more strategic thinking. Another has involved the company surveying a select group of fellow brand owners to understand how they are making progress in the area.

The third project that Doud outlined came about through a partnership with broadcast network CBS and researchers Nielsen Catalina Solutions to use single source data to try to quantify the long-term impact of TV advertising.