Do More TV Commercials Equal More Marketers' Site Visits?

TV networks would like you to know about a study showing that the more TV commercials marketers run, the more chance people will visit marketers’ Web sites.

The Video Advertising Bureau, a trade group of major TV network groups, says a study of 125 brands in six categories -- restaurants, retail, travel, telecommunications/location-based mobile apps, financial and insurance -- show a marketed increase in Web traffic as their TV budgets climb.

Of the 85 brands with visitor increases, 87% had upped TV spending. On average, they increased spending by 22% and saw 24% increases in unique visitors.

On the flip side, of the 40 brands with visitor decreases, 70% had lowered TV spending. That came to an average of 10% less TV spending for each marketer, resulting in 9% decline in visitors.

Looking at specific categories: 72% of travel brands showed a direct connection between TV advertising and Web site traffic; 76% for restaurants; 82%, retail; 85%, insurance; 86%, financial; and 100% of telco/apps.



The study looked at cross-section of brands -- large, mid-sized, smaller, national, regional and local -- with more than 100,000 unique visitors per month as measured by comScore. Results were from the February 2014 to March 2015 period.

Sean Cunningham, president/chief executive video of the Video Advertising Bureau, stated: “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.”

1 comment about "Do More TV Commercials Equal More Marketers' Site Visits?".
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  1. Ed Papazian from Media Dynamics, September 21, 2015 at 11:10 a.m.

    Fine, but being fair, did the study also count cases where the advertisers increased or decreased ads in other media---like digital, for example? How many of the 85 brands with visitor increases upped their digital spend, as well as TV? And, on average, how many ad dollars are we talking about in both cases?

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