To develop and apply a new instrumental variable technique for estimating the causal effects of linear TV advertising.
Introduced a novel instrumental variable for analysis.
Utilized granular household-level viewing data.
Incorporated purchase panel data for comprehensive analysis.
Estimates of causal effects of TV advertising are derived using the new method.
Findings indicate significant impacts of TV advertising on household purchase behavior.
Abstract
This paper introduces a new instrumental variable to estimate the causal effects of linear TV advertising, using granular household-level viewing and purchase panel data.