More NewsWeb Addresses Used in 19% of TV Commercials, Study Finds

Web Addresses Used in 19% of TV Commercials, Study Finds

If you think you're seeing more and more Web site addresses in televisioncommercials, it's because you are.

If you think you’re seeing more and more Web site addresses in television commercials, it’s because you are.

Nineteen percent of television commercials contain a World Wide Web address, according to a new study of TV advertising by Response Marketing Group. Twenty-four percent of television commercials contain a toll-free number, and of them, 91% use the 800 prefix.

Overall, 37% of commercials feature either a toll-free number or an Internet address, or both. “Television advertisers know the value of direct response,” said David Greenhaus, president of Response. “After seeing a commercial, consumers may be ready to learn more or to buy immediately. Without a direct response mechanism, they have no way of acting on their impulse.”

The Response study, entitled Toll-free Numbers in Television Advertising, monitored seven networks for over a month, analyzing nearly 5,000 commercials airing during 170 hours of evening, news, sports, and morning programming.

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