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How TV advertising effects online traffic and sales

By Andrew Redfern @ 25th January 2008 10:18 am

One of the most difficult areas to quantify online is to what extent television advertising has on driving traffic online.

Nielsen today produce some information that gave an insight into this effect with the release of its annual Guide to the Super Bowl which showcases a wide range of consumer and media information about the most notable marketing event in the U.S. – the NFL’s Super Bowl.

Companies who advertised in the Super Bowl 2007 advertisers saw unto an 50% increase in Web traffic the day after the big game, from 8.5 million unique visitors on Super Bowl Sunday to 12.7 million unique visitors on Monday.

The 2007 advertiser to see the biggest jump in traffic was FedEx, whose Web site was below reporting cutoff on Super Bowl Sunday and grew to 1.1 million on Monday. Other advertisers to benefit online from their TV ad campaigns were CareerBuilder Network, Blockbuster, Hewlett Packard and CBS Sportsline.

Web Traffic Growth for Super Bowl Advertisers

Advertisers
Sunday visitors 8,495 Monday visitors 12,738 which resulted in an online traffic increase of 50%

FedEx Sunday visitors ** Monday visitors 1,057 which resulted in an online traffic increase of NA

CareerBuilder Network
Sunday visitors 739 Monday visitors 1,844 which resulted in an online traffic increase of 150%

BLOCKBUSTER
Sunday visitors 462, Monday visitors 791 which resulted in an online traffic increase of 71%

Hewlett Packard
Sunday visitors 889, Monday visitors 1,465 which resulted in an online traffic increase of 65%

CBS Sportsline.com
Sunday visitors 853, Monday visitors 1,257 which resulted in an online traffic increase of 47%

For American football fans, the Web has become an increasingly important part of pre-game preparations. In the week ending February 4, 2007, Superbowl.com drew 2.9 million unique visitors, a 24 percent increase over Super Bowl week in 2006.

NFL.com attracted 2.3 million unique visitors that week, increasing 17 percent over the previous year. The NFL Team Sites had a weekly unique audience of 2.2 million, growing 13 percent year over year.

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