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comScore ARS Research Highlights Importance of Advertising Creative in Building Brand Sales

*Creative Up to 4 Times More Important than Media Plan*

RESTON, VA, October 4, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released findings from comScore ARS research indicating the importance of sound strategy and strong creative elements in driving effective campaign execution for TV and digital advertising campaigns. The findings, based on extensive research conducted by comScore ARS, show that creative quality drives more than half of the sales changes for brands analyzed, four times higher than the impact of the specific media plan involved. (more…)

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