Relationship between TV and Online advertising – Report

IAB Ireland together with Aegis Media commissioned Amárach Research to conduct research on the impact of Online and TV Advertising together. For the .pdf version click here

The objective of the research was: To examine the relationship between TV and Online advertising and to gain  an understanding of the impact of this relationship on brand attitudes and purchasing behaviour. The research was conducted online with a sample of 629 – all of whom watch TV and are online for 2+ hours per day.

Media Multitasking . . .

Online & TV Advertisement Meshing Conclusions

By analysing in depth three advertising campaigns that were both online and on TV, the research conclusions are as follows:
Advertisement Assessment: Across the three campaigns there were clear fluctuations in advertising assessment performance based on where the campaign had been seen (i.e. online/offline). While the positive effect of online advertising could be seen more distinctively for some campaigns versus others, consistently those who saw the campaign across both media provided a more positive assessment.

Emotional Impact: Campaign content emerges as the most critical driver of performance here as Online only and TV only impact differed greatly for Meteor and Kellogg’s but not Ikea as they used the same content across both channels. However, we can see once again that TV & Online meshing provides significantly better performance scores than TV alone, resulting in more positive emotions
associated with the campaign.

Behavioural Impact: In the main across the three campaigns tested online viewership only results in higher levels of behavioural impact versus TV, particularly for driving ROPO (Research Online & Purchase Offline) but also online purchase behaviour. Through complementing TV with online this resultconsistently in higher performance levels i.e. TV and online outperforming TV only.

Ability to Influence . . .

Conclusions: From the research it emerges that online advertising consistently adds a positive complementing effect to TV advertising performance. This effect can be seen as we look into individual performance metrics i.e. advertising assessment, emotional impact and behavioural impact. Overall the data supports the current trends in increasing online spend and interestingly TV campaign performance is most effective when complemented with online advertising.