TV ads and search spikes: Toward a deeper understanding

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


ComScore (2016) reports that Americans spend an average of 111 hours per month with TV and an additional 74 hours per month with their smartphone. Nielsen (2016) reports that the average American spends 33 hours weekly with TV and an additional 12 hours per week using a smartphone.1Hitwise (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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands