Technical Report: Count-Based Comparison Claims

The National Advertising Division (NAD) is the advertising industry’s self-regulatory body whose mission is to review national advertising for truthfulness and accuracy and foster public confidence in the credibility of advertising. In a recent decision, the NAD determined that LG Electronics USA, Inc. (LG) should discontinue a claim that they concluded was unfavorable to Samsung America, Inc. In one version of the ad it was stated that: “In 3D TV Tests, 4 out of 5 People Choose LG Cinema 3D over … Samsung.” The NAD considered a large number of legal and technical issues in preparing this decision. In past NAD decisions, the NAD has held that comparative statements should be justified statistically by accounting for error and they have often relied on 95% confidence or 5% Type I error. As part of Samsung’s challenge, the NAD report referenced the appropriate statistical treatment of count-based comparisons, such as the comparison made by LG. This technical report will consider the procedure for finding the minimum counts needed to report trustworthy, count-based comparison claims.

This technical report appears as:
Ennis, D. M. and Ennis, J. M. (2015). Count-Based Comparison Claims. IFPress, 18(2) 3-4.

Colleagues can download this technical report here:
Count-Based Comparison Claims

Not a Colleague? Click here to join for free!

Upcoming Webinar

September 21, 2017

Large TURF Problems: Finding Custom Solutions


Announcing the release of the 2016 Webinar Series Package!

Offered at a discounted rate of 50% off regular price, this package contains recordings of all four webinars offered during the 2016 Quarterly Webinar Series.

Create Your Own Webinar Package


Webinar calendar


Become a Colleague!

Join now to gain access to our technical reports, presentations, and more!

Click here to login or join.

Student Award

Now accepting applications for the
2017 Institute for Perception Student Award

site search