Assessing TV Ad Spots by Immediate Online Response: Towards a Deeper Understanding

61 Pages Posted: 19 Sep 2017 Last revised: 3 Feb 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: January 2, 2019

Abstract

The study aims to develop a deeper understanding of the practice of assessing TV ad spots by examining their immediate effects on various online activities. Over a span of 493,920 minutes, the authors merged minute-level brand and price search data with spot-level national and local TV advertisement data for three well-established pickup truck brands. They presented a generalizable modeling framework and demonstrated that one can reliably detect immediate online response to regular national and local ad spots, in terms of both own and competitor brand and price search. They found that the attitudinal response towards an ad creative, a variety of media placement factors, and the category interest of the audience can all systematically influence the rate of post-ad search response. Some of these moderating effects are similar between brand and price search, while others show divergence. Practical implications of the empirical findings are discussed.

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

Suggested Citation

Du, Rex Yuxing and Xu, Linli and Wilbur, Kenneth C., Assessing TV Ad Spots by Immediate Online Response: Towards a Deeper Understanding (January 2, 2019). 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

HOME PAGE: http://www.tc.umn.edu/~linlixu/

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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