NEW YORK--(BUSINESS WIRE)--A new report shows that website traffic rises and falls in direct correlation with TV advertising for the majority of call-to-action brands, which depend on immediate results from marketing efforts. Ignition Point: The TV-Traffic Correlation for Call-to-Action Brands examines a cross-section of 125 brands in six categories (restaurants, retail, travel, telecommunications/location-based mobile apps, financial, insurance) representing more than $30 billion in TV advertising in 2014.
Fully 82% of these brands showed a direct correlation between TV advertising and website traffic. Of the 85 brands with visitor increases, 87% had upped TV spending – an average of 22% increase in spending and 24% increase in visitors. Of the 40 brands with visitor decreases, 70% had lowered TV spending – an average of 10% less TV spending and 9% decrease in visitors.
“TV is the great activator in Internet commerce,” said Sean Cunningham, President & CEO of the Video Advertising Bureau, which published the report as the second in a What’s Driving Digital series. “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.”
The report studies a cross-section of call-to-action advertisers – large, midsized, small, national, regional and local – with more than 100,000 unique visitors per month as measured by comScore. While ratios of advertising to traffic vary, the pattern is predominant and consistent. On a category level, 72% of travel brands showed a direct correlation between TV advertising and website traffic, versus 76% of restaurants, 82% of retail, 85% of insurance, 86% of financial, and 100% of telco/apps.
About the VAB
The Video Advertising Bureau is an advocacy group dedicated 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 VAB member companies include A&E Networks, AMC Networks, AT&T AdWorks, Bright House Networks, Cable One, Cablevision, CBS Corporation, Comcast, Charter Communications, Cox Communications, Discovery Communications, FOX Networks, Mediacom, NBCUniversal, Scripps Networks, Suddenlink Communications, Time Warner Cable, Tribune Media, Turner Networks, Verizon FiOS, Viacom, Viamedia, and Walt Disney Co.