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NEW YORK EDiets.com this quarter doubled its television ad budget after the investment exceeded the performance of some of its Web ad buys, executives from the online diet guide said today.
EDiets.com, which had been testing TV ads in late 2003 and early 2004, this spring launched a flight of four TV spots via The Ad Store in New York. Though the marketer had set aside $1.5 million for the ads in the second quarter, the spots drove a significant number of visitors directly to the site, prompting the company to double its TV spending, said Harriet Gallu, vice president of brand marketing.
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