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Brands assess the impact of Black Friday TV ads on online sales using four methods: minute-level analysis, brand search volume comparison, geographic testing, and econometric modeling. The challenge lies in distinguishing the TV effect from natural demand increases during sales periods. Minute-level analysis compares site traffic immediately after ad broadcasts to expected traffic without ads. Brand searches increase during TV campaigns, indicating ad effectiveness. Geographic tests compare results from exposed and non-exposed areas, while econometric modeling estimates each channel's contribution to sales. Preparing for measurement involves establishing a reference level and aligning data across time periods.