TV ads and search spikes: Toward a deeper understanding

Rex Y. Du, Linli Xuy, Kenneth C. Wilbur

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

TV ads and search spikes: Toward a deeper understanding

Rex Y. Du, Linli Xuy, Kenneth C. Wilbur

Introduction

ComScore (2016) reports that Americans spend an average of 111 hours per month with TV and an additional 74 hours per month with their smartphon Hitwise (2016) reports that 60% of all searches come from mobile devices. Casual empiricism, consumer surveys and passive device usage measurements all agree that consumers frequently use television and smartphone simultaneously, especially during the traditional evening "Prime Time" TV viewing hours.

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