You're testing a new TV advertising campaign for a retail chain with 200 stores across 20 markets.
Question: Does TV advertising actually drive in-store sales, or is it wasted spend?
The Approach: Run TV ads in 10 markets, hold back 10 similar markets as controls.
- Test Period: 8 weeks
- Budget: $2M in TV spend across test markets
- Measurement: In-store sales lift in test vs control markets