The success of a TV ad or campaign depends on the marketing goal initially established. What was the ad's purpose? To create awareness? To provoke behavior? If awareness, then generally the advertiser will pair the campaign with research to determine whether or not the ad was seen, understood, and perhaps the degree to which opinion was affected by the ad.

If the was a call to action (for example, to buy an item) then sales at the time of ad run are tracked and measured to determine its success. Often if an advertiser is employing various means of advertising as part of a campaign (television and paper, for example) the ad will further ask you to "mention you saw this ad" as a further means of gauging the success of one delivery medium over another.

In some cases, advertising success is measured on the value of its artistic and creative merits, and many marketing and advertising associations host annual ad awards which pay tribute to excellence in advertising. The Cannes Lion awards are the industry's most prized trophies, with advertisers competing globally for recognition.

But even the most beautiful and technically superior ad is not successful if it has failed to meet its sales or other marketing objectives.

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