Immediate Responses of Online Brand Search and Price Search to TV Ads

Journal of Marketing, Forthcoming

Posted: 19 Sep 2017 Last revised: 18 Apr 2019

See all articles by Rex Yuxing Du

Rex Yuxing Du

University of Houston - C.T. Bauer College of Business

Linli Xu

University of Minnesota - Twin Cities - Carlson School of Management

Kenneth C. Wilbur

University of California, San Diego (UCSD) - Rady School of Management

Date Written: April 13, 2019

Abstract

This study aims to deepen the understanding of evaluating TV ad spots by their immediate effects on important online activities. The authors merged minute-by-minute brand search and price search data with spot-level TV advertisement data for the three leading pickup truck brands in the U.S. over an 11-month period. They presented a generalizable modeling framework and used it to estimate the size and variation of immediate online responses to TV ads. The average elasticity of brand search to a brand’s own national ads is 0.09, and the average elasticity of price search to a brand’s own national ads is 0.03. Given ad audience size, immediate search responses vary with ad creative characteristics, audience category interest, slot of the break, program genre and time factors. Overall, the results show that ordinary TV ads lead to a variety of immediate online responses and that advertisers can use these signals to enrich their media planning and campaign evaluations.

Keywords: TV, Advertising, Attribution, Digital, Programmatic, Brand, Price, Search

Suggested Citation

Du, Rex Yuxing and Xu, Linli and Wilbur, Kenneth C., Immediate Responses of Online Brand Search and Price Search to TV Ads (April 13, 2019). Journal of Marketing, Forthcoming. Available at SSRN: https://ssrn.com/abstract=3037734 or http://dx.doi.org/10.2139/ssrn.3037734

Rex Yuxing Du

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

Linli Xu

University of Minnesota - Twin Cities - Carlson School of Management ( email )

321 - 19th Avenue South
Minneapolis, MN 55455
United States

Kenneth C. Wilbur (Contact Author)

University of California, San Diego (UCSD) - Rady School of Management ( email )

9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States

HOME PAGE: http://kennethcwilbur.com

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