A study was conducted to investigate the theory that the more finished a television commercial is when tested, the more soundly it can be evaluated. In an experimental design for a health maintenance organization, four commercials were tested in both storyboard slide show and finished commercial formats in a controlled laboratory environment. Results revealed no significant differences in the effectiveness of the two formats. This finding indicates that advertisers do not benefit their campaign evaluation by undergoing the expense of producing the commercials for testing. (DF)