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Direct Response Marketing

Online Ad Campaigns Outperform TV Ads

19 Aug, 2009 Response This Week

RESTON, Va. – A new study from comScore/dunhumbyUSA reveals that online advertising boosts sales of consumer package goods (CPG) brands 1 percent more than television, according to

Static and rich media display ad campaigns were analyzed during a three-month period and were found to increase sales of brands by an average of 9 percent. Meanwhile, television campaigns resulted in an average increase of 8 percent.

“It is likely that the more precise targeting ability of the Internet – especially in terms of accurately reaching the desired demographic segment – is a key reason for its effectiveness,” says Gian Fulgoni, executive chairman of comScore.

TV advertising budgets have shrank over the past year with the total ad revenue of the five main TV networks for the upcoming fall season expected to be down around 20 percent from last year.

The study is therefore timely, as it found that about 80 percent of online campaigns resulted in “statistically significant sales increases.” According to Fulgoni, this data confirms the ability of online advertising to be on par with television advertising in successfully building retail sales.

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