Seven.One Media investigates immediate sales impact of TV advertising

Seven.One Entertainment Group's research division, Seven.One Media, has released new data aiming to demonstrate the immediate impact of television advertising on e-commerce. While TV advertising has traditionally been known for building brand awareness and long-term influence on purchasing behavior, this new research focuses on short-term effects, such as direct website visits and purchases following a TV ad.

The media researchers have created a new tool called MediaLytics, which integrates data from Google Analytics and BigQuery. This tool analyzes raw advertiser data to calculate the expected website traffic without TV advertising, establishing a baseline. When a TV spot airs, the tool estimates the probability that a website visit was triggered by the ad by analyzing deviations from this baseline, which accounts for all other marketing efforts.

According to Marco Kristl, Associate Director of Brand Growth Strategy at Seven.One Entertainment Group, an "eight-minute window" has emerged as crucial for measuring short-term effects, after which the immediate impact of TV advertising on a website diminishes. The tool can track visitors and their subsequent purchases for up to two weeks after an ad airs, utilizing methods like stored user IDs to attribute orders potentially initiated by TV campaigns.

The study also examined a real-world case where a fast-moving consumer goods client invested €2.7 million in TV advertising. This investment resulted in 350,000 incremental website visits within eight minutes, costing €8 per visit. These visits led to approximately 120,000 orders, generating €9.2 million in additional short-term revenue, with an average order value of €77. This demonstrates that TV advertising can significantly drive immediate sales.