Brands' website traffic has direct correlation with TV advertising: study

NEW DELHI: A study shows that website traffic rises and falls in direct correlation with TV advertising for majority of call-to-action brands, which depend on immediate results from marketing efforts. 


The Video Advertising Bureau’s (VAB) study Ignition Point: The TV-Traffic Correlation for Call-to-Action Brands came to this finding after studying 125 brands in six categories (restaurants, retail, travel, telecommunications & location-based mobile apps, financial and insurance) representing more than $30 billion in TV advertising in 2014.


The brands studied were a cross-section – large, midsized, smaller, national, regional and local – with more than 100,000 unique visitors per month as measured by comScore. All results are from the February 2014 to March 2015 period. 


A total of 82 per cent of these brands showed a direct correlation between TV advertising and website traffic. Of the 85 brands with unique visitor increases, 87 per cent had increased TV spending – an average of 22 per cent increase in spending and 24 per cent increase in visitors. Of the 40 brands with unique visitor decreases, 70 per cent had lowered TV spending – an average of 10 per cent less TV spending and nine per cent decrease in visitors.


VAB CEO Sean Cunningham said, “TV is the great activator in Internet commerce. A majority of brands with the most on the line for big sales now see their website traffic follow the curve of their investment in TV advertising. TV advertising does more than generate awareness; it triggers the most important action at a time when the Internet functions as a brand’s storefront to the world.”


While the specific ratios of advertising to traffic vary, the pattern is predominant and consistent. On a category level, 72 per cent of travel brands showed a direct correlation between TV advertising and website traffic, versus 76 per cent of restaurants, 82 per cent of retail, 85 per cent of insurance, 86 per cent of financial, and 100 per cent of telco/apps.


This is the second report in the VAB’s commitment to illustrate critical effects of TV advertising that are hidden by the silo nature of syndicated data. Last year, it looked at the correlation between TV advertising and website traffic for 75 pure-play Internet companies, and found 85 per cent showed a direct correlation between TV spending and website traffic.

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