The Video Advertising Bureau, a television trade group whose members include CBS Corporation, Fox Networks and NBC Universal, has published research that says there is a direct correlation between a brand’s website traffic and its TV advertising.
According to the report, 82 per cent of all call-to-action brands surveyed reported a direct correlation between their TV ad spend and website traffic.
The report looked at 125 brands, which included Applebee’s, PNC, Target, and Victoria’s Secret, in six different categories including restaurant, retail, and travel. It found that of the 85 brands that saw an increase in web visits, 87 per cent had increased their TV ad spending.
Of the 40 brands with visitor decreases, the study said 70 per cent had lowered their TV spending.
Sean Cunningham, president & CEO of the Video Advertising Bureau, 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.”
According to the Video Advertising Bureau, the report looked at large, midsized, small, national, regional, and local brands with more than 100,000 unique visitors per month from February of last year through March of this year. The brands surveyed represented more than $30bn in TV advertising last year.
The report did not say how much brands increased or decreased their spending in other forms of media, such as digital, social, or out-of-home, during the time period.