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BizReport : Advertising archives : September 10, 2013

Study: Television still driving store traffic

Online video may be garnering more buzz than traditional television, but new data out from Placed finds traditional television still has a place for many retailers. According to the Ratings to Retail - Fall TV 2013 report, television continues to drive traffic to store locations. The key, of course, is knowing which networks are driving traffic to which types of stores.

by Kristina Knight

"TV advertising accounts for 40% of every media dollar spent in the US, yet it is one of the least quantifiable channels in terms of impact on consumer behavior," said David Shim, Founder and CEO at Placed. "This study is the first step in connecting what people watch to the places they shop in the physical world, enabling networks and advertisers to make smarter decisions around TV advertising."

Automotive brands, for example, would be smart to focus some television ad dollars on sports network ESPN. Data from the Ratings to Retail - Fall TV 2013 report find that ESPN viewers are more likely to visit Toyota, Honda, GM or Ford dealers than NBC, CBS, ABC or FOX viewers. Meanwhile, mobile carriers should invest a few dollars in NBC ad space, as Peacock Network viewers were found more likely to visit wireless provider store locations than other network viewers.

Other interesting findings include:

• Sprint store visitors were most likely to be found watching reality TV
• Modern Family (ABC sit-com) were more likely to visit Toyota dealerships and Target stores
• ABC and USA viewers were most likely to visit Honda or Toyota stores
• FOX viewers were most likely to visit Ford dealerships - FOX is the only major network which over-indexed toward Ford vehicles

Image via Shutterstock

Tags: advertising, advertising trends, Placed, TV advertising

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