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God yes.
Only thing we have found testing useful for is setting the adstock length (better creative = longer adstock = stays in memory longer) in a model, which is a pretty fundamental thing to know, with a longer adstock you have to deploy less ratings to get the same effect, and there tends to be a correlation (albeit weak) between testing and adstock length.
Sam_w
Detailed answer, thanks.
I guess this can only be better than focus group pre-testing. No better way to kill a good advert than ask a room full of people what they think of it.