TV Exposure Drives More New Customers To Brands Vs. Digital

MediaDailyNews

by Wayne Friedman,  2013, 

Not all media is created equal when delivery new and old consumers to brands.

In looking at one significant piece of research from a cross platform campaign, TiVo Research and Analytics (TRA) says TV drives more new customers to make sales, while digital media gets more business from existing customers.

When it comes to media exposure via TV, nearly 70% of purchasing household gains came from new customers that were new to the brand and category. Digital media activity gets more sales activity from existing brand customers than new customers.

The cross-media study was done last fall with Comcast Spotlight’s Comcast Media 360, a cross-platform advertising unit that surveyed 735,000 homes for a Starcom MediaVest Group consumer products marketer with consumers exposed to a cross-media television and digital advertising campaign.

Household advertising impressions were matched to TRA purchase data, with purchasing habits tracked for up to 20 weeks after the campaign ended.

The study also says digital media complements TV media; a targeted cross-media campaign produced a 10% sales lift. Nearly two-thirds of those who were exposed by the digital ads had little or no exposure to the TV campaign.

The survey also says higher TV ad frequency drives sales lift -- seven to 10 exposures of a TV commercial were the most effective. TRA says brand advertising from the campaign continue to create a sales lift after the campaign ended. After 20 weeks, sales from the exposed homes surpassed sales from the unexposed homes.

Tracey Scheppach, executive vice president of innovations at Starcom MediaVest Group, stated: “The study shows that cross-platform campaigns and measurement can be implemented at scale, and allow us unprecedented understanding of how multiple screens are working together.”