TORONTO – Television advertising helps make audiences more receptive to online advertising, according to a new study commissioned by the Television Bureau of Canada (TVB) and presented Thursday during the organization's TV Day event in Toronto.
Conducted by Innerscope Research, the biometric and eye tracking study was aimed at determining if responses to online ads differ when they are primed by exposure to ads for the same brands on TV, radio, or newspaper.
Data was collected on over 180 male and female participants as they experienced brand advertising within one of three media platform scenarios, each of which included: 1) Watch a 30-minute episode of The Big Bang Theory on TV, then visit Sympatico.ca, CTV.ca, theglobeandmail.ca, and CHFI.com; 2) Read a section of The Globe and Mail newspaper for 30 minutes, then surf online to the same four websites; 3) Listen to 98.1 CHFI on the radio for approximately 30 minutes, then visit the websites.
The results showed that TV as a platform generates a unique emotional uplift that can impact any subsequent online activity, and that the exposure to an ad on television increases the emotional response to online ads for the same brand. Exposure to ads on radio increased the emotional response to online ads to a lesser extent, while exposure to newspaper ads had no impact on emotional responses to online ads for same brand.
"These findings provide valuable and irrefutable evidence that when ad dollars are spent on television in conjunction with online ads, the effect is compounded," said TVB president and CEO Theresa Treutler, in a statement. "Innerscope provides further scientific proof that – now more than ever – money spent on television advertising is money well spent."
