This is not good for TV. comScore and dunnhumbyUSA today released the results of studies showing online advertising is as effective as TV advertising in building retail sales of consumer packaged goods.
Over the course of twelve weeks, online ad campaigns with an average reach of 40 percent of their target segment successfully grew retail sales of the advertised brands by an average of 9 percent. This compares to an average lift of 8 percent for TV advertising as measured by Information Resources, Inc. (IRI)Internet advertising is so much less expensive than TV - plus you can track how many people watched it, how many clicked through, and collect a whole lot of related data that TV advertising doesn't provide. These studies will accelerate the shift from TV, radio, magazine and newspaper ads to online sites. More information here: http://bit.ly/34dQxU.