TV and web  synergy over time has become a  sure path to success. Despite concerns over fragmented audiences and evolving measurement standards, TV advertising continues to deliver solid returns especially for brands new to the platform.

A recent study by the Video Advertising Bureau (VAB) shows that since 2021, 931 first-time advertisers have poured more than $4 billion into TV, generating significant spikes in web traffic and consumer interest.

According to the report, “Breaking Through: How New Advertisers Are Using TV to Ignite Interest & Turn Consumers Into Customers,” TV remains a powerful driver of digital engagement. Drawing on Comscore data from April 2020 to April 2024, the study analyzed 201 first-time TV advertisers and found consistent web traffic growth during their campaign periods.

Also Read:How modern Nigerian TV ads are challenging traditional norms

Sean Cunningham, President and CEO of the VAB, said the results go beyond general insights. “These are measurable, actionable outcomes showing how multi-screen TV advertising can directly drive online behavior,” he said.

Advertisers that tracked web traffic before launching TV campaigns saw, on average, a 12% rise in website visits during the launch month compared to the previous six months. This trend continued with a 20% increase in unique monthly visitors sustained throughout the campaign period.

The effect was even more significant among brands making larger media buys. Advertisers spending between $2 million and $5 million saw a 9% jump in launch-month traffic, followed by a 25% increase over their full campaign. Those investing over $10 million experienced a 36% surge during the launch, with web traffic rising 42% throughout the campaign.

Direct-to-consumer (DTC) brands stood out, with an average monthly gain of 622,000 unique users far above the 387,000 average increase across all brands surveyed.

The research also shows growing confidence in TV’s ability to drive results. First-time advertisers increased their TV spending by 70% in the months following their initial campaigns in 2021. While the rate of increase has slowed rising 54% in 2022 and 37% in 2023—it still reflects a strong belief in the medium’s value.

Cunningham noted that rising web traffic, search activity, and other digital signals are strong indicators of campaign performance. He said this reinforces the importance of a cross-platform strategy, where TV and digital channels work together to shape the consumer journey and build brand momentum.

Also Watch:MARKETING EDGE ONTV