Bad news for TV as studies show online ads are more effective

Bad news for TV as studies show online ads are more effective

Summary: 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.

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TOPICS: Mobility, Hardware
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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.

Topics: Mobility, Hardware

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4 comments
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  • Misleading

    Misleading, IMHO. There's more room for growth online than there is for TV.
    CobraA1
  • If this is true ...

    It could mean the end of "free TV" as advertisers move from TV to the Internet - the stations will have to get their money from somewhere, and guess who that'll be ...

    Even if they do manage to keep the advertisers, it will be at a much reduced rate ... which means the quality of programming will suffer (Ooops, what was I saying, can it get any worse?)

    Ludo
    Ludovit
  • What?! Online adverts more effective?

    How can that be when we all use AdBlock Plus and never see any ads? Not on this site and not on any site.

    At least with TV I have to view them. I mute, but they are still wiggling across the screen.

    Seriously. I have not seen a single online ad in the last 2+ years. As far as I am concerned, the internet is an "ad-free environment". Unlike newspapers, magazines, TV. Radio is ad-free as I immediately punch to a new station when an ad comes on.
    davebarnes
    • I only see or hear the ads I want.

      Online - AdBlock Plus
      Radio - Satellite radio (Yes it's pay, but no ads on the stations I like)
      TV - TiVo (I never watch anything live)
      Letophoro