Maybe we should add another criterion to the reach and frequency goals of television advertising. Like impact.
Because if impact were in fact measured, it now appears that TV commercials presented online perform far better with viewers than the medium for which they were created. Here's the skinny from Millward Brown research of more than 3,000 viewers that studied a network program on the competing platforms of television viewing and internet viewing:
1. Compared to traditional television, web spots increased attention by 53%.
2. Compared to tradtiional television, web spots increased awareness by 52%.
3. Compared to traditional television, web spots increased consideration by 27%.
4. Compared to traditional television, web spots increased favorability by 26%.
5. Prompted recall of brand advertising was 400% higher for web spots.
While all this should encourage every marketer to upload their TV to their website and integrate it all of their e-marketing, the downside to webmercials is the significantly smaller audience they deliver.
In other words, reach and frequency.
SOURCE: Adweek, NOISE
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