TV And Digital Deliver One-Two Sales Punch: Study

A “cross media” study of 735,000 homes conducted last fall by Comcast Media 360 and TiVo Research & Analytics (TRA) found that TV and digital advertising work well together, though one type of advertising tends to do a better job of luring new buyers while the other is adept at driving sales from existing customers.

According to key findings of the multiscreen study, TV was the best at driving new customers, with 67% of the purchasing household uplift coming from those that were new to the brand or the category. Digital, meanwhile, secured more sales from existing brand customers. “Television and digital are thus complementary in terms of both media and sales impact,” the study concluded. Among other findings, the study suggested that higher TV ad frequency led to better sales, with the “sweet spot” of that lift coming when a consumer was exposed to the ad between seven to ten times. The targeted cross media campaign also produced a 10% sales lift while a national campaign was underway, the companies said.