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Over the next two months, television networks will make their pitch to advertisers about why they should continue spending on TV. The annual upfront season comes as brands allocate more dollars to digital in an attempt to keep up with consumer behavior.
But a new study from TiVo Research reveals there can be an adverse effect. TiVo teamed up with engagement consultancy 84.51° (a wholly-owned subsidiary of The Kroger Co.) and found that for some consumer packaged goods, spending less on TV led to a decrease in sales.