Television Marketing Hits New Heights in Chicago!
As the vibrant city of Chicago continues to pulse with energy, a fascinating trend is taking shape in the realm of advertising. Despite the countless challenges that face the television advertising world—like viewer fragmentation and measurement concerns—brands are still opting to turn to TV as a key avenue for reaching potential customers. In fact, since 2021, a whopping $4 billion has been poured into TV advertising by 931 first-time advertisers. That’s no small change!
TV’s Impact on Web Traffic
According to research from the Video Advertising Bureau (VAB), first-time investors in TV advertising are witnessing remarkable success, especially when it comes to driving traffic to their websites. Sean Cunningham, the president and CEO at VAB, emphasizes how enticing this data is by stating, “It’s irrefutable hard data that multi-screen TV works like a light switch with respect to building customer traffic.” What does that mean for brands? It signifies a tangible opportunity to turn curious viewers into engaged consumers.
The report titled “Breaking Through: How New Advertisers Are Using TV To Ignite Interest & Turn Consumers Into Customers,” analyzed the performance of 201 first-time TV advertisers by tapping into Comscore website traffic data. This data spanned from April 2020 to April 2024, and it painted a useful picture for brand owners curious about how TV might serve their marketing goals.
The Numbers Speak Volumes
Among the 201 brands analyzed, 173 of them took the initiative to measure their website traffic prior to launching their TV ads. The results were illuminating! On average, these brands experienced a 12% increase in traffic during the month of their TV debut compared to six months earlier. But that’s not all! Continued TV presence led to an even more appetizing 20% increase in unique monthly visitors compared to those earlier six months.
Now, diving deeper into the figures, let’s break it down by investment amounts. Thirty-five brands that spent $500,000 or less during their launch saw an average increase of 8% in unique monthly users during the launch month. However, they were not left behind after that initial bump; they experienced an ongoing monthly increase of 20% as their campaigns carried on.
On the flip side, brands that invested between $2 million and $5 million fared slightly better with an average launch-month increase of 9% and a 25% increase afterward. But here’s the showstopper: those brands that spent $10 million or more during their TV ad campaigns witnessed an astonishing 36% increase in traffic during their launch month, followed by an even more impressive average growth of 42% over multiple months!
Company Types Matter Too!
Interestingly, the type of company making the investment made a difference too! Direct-to-consumer (DTC) brands soared above the rest, seeing an average increase of 622,000 unique users during their time on air, almost doubling the overall average increase of 387,000 unique viewers for the other brands.
This fascinating research revealed that investment from first-time TV advertisers actually increased over time, with 2021 seeing a 70% rise in investment just after their TV debut. The growth slightly tapered in 2022 (54%) and 2023 (37%), but the trend was still upward! This suggests that success breeds more investment and interest.
A Takeaway for Future Advertisers
One of the most critical takeaways from this data is the value of measuring website traffic in relation to TV advertising. This information can be pivotal for advertisers wanting to understand how effectively their campaigns are driving essential mid-funnel results like consumer consideration and sales. Cunningham highlights this impact succinctly, stating that these data points represent significant customer actions that can’t be overlooked.
As Chicago continues to thrive with creativity and enterprise, the allure of TV advertising remains undiminished. If brands are wise, they’ll stay tuned into these findings to expand their reach and resonate with consumers in more engaging ways!
