TV viewing leads to Web connections

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TV advertising is second only to word of mouth and searching/surfing as a vehicle for generating Web site traffic, according to a new study from Statistical Research Inc. One in five (21%) prime-time Internet users cited TV spots as the place where they learn about most of the sites they visit, the study found. In addition, 11% of prime-time Internet users reported visiting a Web site immediately as a result of the TV ads. The complete SRI survey, to be released shortly, is based on interviews with almost 3,000 households.

Copyright February 2000, Crain Communications Inc.

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