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The Long-Term Effect of Television Advertising Greater than Previously Thought

CINCINNATI--(BUSINESS WIRE)--CBS Corporation (NYSE: CBS.A and CBS), Kellogg Company, and Nielsen Catalina Solutions (NCS) announced today the results of a ground-breaking study that challenges a long-held industry rule of thumb that has been used for over 20 years: that the long-term effect of advertising on revenue is, on average, two times the short-term effect.