TV ads and search spikes for DraftKings and FanDuel

This article describes the results of ongoing research into how, when and why online search responds to TV ads.

TV ads and search spikes for DraftKings and FanDuel

Rex Yuxing Du, Ray Pettit, Kenneth C. Wilbur and Linli Xu

We are starting to understand how TV ads influence the customer journey. 190 million Americans owned smartphones in mid-2015.7 96% of consumers say that they multitask during TV commercial breaks, with 56% saying that they always or nearly always do so.8 66% of US consumers say they have used their smartphone to look up information received from TV commercials.9

Effective TV ads lead multitasking viewers to take online actions, for example, they may search for...

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