Measuring the impact of TV ads on a website traffic

Measuring the impact of TV ads on a website traffic

Challenge

SeLoger wanted to measure the impact of a 2-month TV campaign on the website traffic of the advertiser. The TV media plan was split up into 9 different channels; Performics sought to understand which of the channels, programs and time slots were most impactful.

Plan

Performics set up an econometrics study based on several sources of data, hour per hour:

  • Website traffic
  • TV commercials on 9 channels (spot per spot)
  • Seasonality variables
  • Trend variables
  • Persistence variables
  • Data pulled from offline and online campaigns
  • Budget

Results

Performics’ implementations within the TV campaign had a significant impact on website traffic:

  • Generated 1.6 million incremental visits

France 2 channel outperforms while D8 underperforms, despite similar investments.

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