NEW YORK - The TVB (www.tvb.org), the not-for-profit trade association of America’s commercial broadcast television industry, issued the following statement from Steve Lanzano, President and CEO of the TVB, regarding web companies increasingly embracing television advertising.
“The Wall Street Journal’s December 1, 2013 report, Web Companies Embrace TV Ads – New Media Find the Reach of Television Commercials Hard to Resist, highlights the consumer reach and strength of television advertising as web companies seek to grow their brand awareness and website activity. The results cited by web site executives using television advertising marketing programs reinforces a canon of research showing that TV is the best medium for driving consumers to the web for product research and purchases. Most recently TVB’s Purchase Funnel study documented that consumers cite television nearly five times more often than the Internet (43% v 9%) as the primary driver in sending them to a store or web site to make a purchase.
“Television’s influence on consumers’ brand awareness and purchasing decisions is every bit as strong if not stronger, locally, where brands are made, consumer trust is built and transactions take place. According to the 2013 Borrell Associates report, Local Online advertising is predicted to reach $24.3 billion in 2013, (+31.4% vs. 2012). Based on web operators’ first hand reports of television advertising marketing programs for web companies resulting in double digit sales growth, increased web site traffic and higher brand awareness cited in the Wall Street Journal report, local online advertisers would similarly benefit during the holiday season and every day of the year from increased local television advertising.”
TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.