Study: Marketers Reach Light TV Viewers Via the Web

NEW YORK American Airlines, Subaru and Kraft increased campaign reach by shifting dollars from television to the Internet, according to a new study.

The research also found that marketers could reach light television viewers by moving more marketing money to the Web, since the online audience tends to watch less TV. Web surfers also tend to be younger, more affluent, more educated and more likely to be professionals—a desirable demographic for marketers, the survey said.

The study was conducted by Nielsen/NetRatings, an Internet audience measurement firm, and IMS, a software company that develops tools for advertising media planners to access ratings data, on behalf of DoubleClick.

For the study, American Airlines, which targets 25- to 54-year-old business and leisure travelers with incomes of over $60,000, upped its online spending from 5 to 15 percent. As a result, the airline reached more than 3 million additional consumers. Among light-to-medium television viewers, Gross Rating Points (GRPs) grew from 34.9 to 44.1.

Subaru, which also aims its ads at 25- to 54-year-olds with incomes over $60,000, increased online spending from minimal to 7 percent. The result: GRPs increased from 75.4 to 78.4 among light television viewers. Frequency of exposure among light TV users rose from 3.98 to 4.11, but declined among heavy television users from 35.6 to 34.3.

To promote its Oscar Mayer Lunchables, Kraft Foods boosted its online spending from zero to 15 percent. As a result, reach of the intended audience—25- to 54-year-old women with children—increased from 83 to 87 percent. Studies have shown that women with children are heavy Internet users.

Another study released last month from the Interactive Advertising Bureau produced similar findings. The Cross Media Optimization Study, conducted by Rex Briggs of Marketing Evolution and research firm Dynamic Logic, stated that optimal results are achieved when online advertising represents 10-15 percent of a marketing budget [IQ Daily Briefing, Feb. 10, 2003].

In the case of Kimberly Clark’s Kleenex Soft Pack Tissues, the IAB study found that the combination of online and magazine advertising proved most effective for increasing aided brand awareness, brand image, purchase intent and bundled trial intent when targeting those not reached or lightly covered by TV.