Report confirms clear connection between TV advertising and website traffic
The report, which looks at 125 brands in six different categories, showed that of the 85 brands with visitor increases, 87 per cent had increased their TV spending.
The Video Advertising Bureau (VAB) has published a new report showing a direct link between a brand’s website traffic and TV advertising.
The VAB is an advocacy group devoted to providing advertisers and their agencies with the “most current, complete and actionable media insights on the expanding world of premium, multiscreen TV content”.
The report, Ignition Point: The TV-Traffic Correlation for Call-to-Action Brands, looked at 125 brands in six different categories – restaurants, retail, travel, telco/location-based mobile apps, financial and insurance – collectively representing over $30 billion in TV advertising in 2014.
It also surveyed a cross-section of brands – large, midsized, smaller, national, regional and local – with over 100,000 visitors per month (as measured by comScore). The results are from February 2014 to March 2015.
82% brands link between TV advertising and web traffic
It showed that “fully” 82 per cent of call-to-action brands demonstrated a correlation between TV advertising and website traffic.
Furthermore, of the 85 brands with visitor increases, 87 per cent had increased their TV spending.
Out of the 40 brands which had visitor losses, 70 per cent had decreased TV spending – this is an average of 10 per cent less TV spending with a simultaneous 9 per cent drop in visitors.
Second report
The report is the second in the VAB’s “commitment to illustrate critical effects of TV advertising that are hidden by the silo nature of syndicated data”.
Last year, the bureau examined the link between TV advertising and website traffic for 75 pure-play Internet companies, finding that 85 per cent demonstrated a direct relationship between TV spending and website traffic.
TV = a great activator
Sean Cunningham, President and CEO of the VAB, 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,” he added.
