AdWeek: Study: Marketers Reach Light TV Viewers Via the Web
More major marketers are realizing the effectiveness of the Internet as an advertising channel.
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.
