Our sales team here at WCCO will frequently ask a client for feedback on how their advertising is performing for them on both WCCO-TV and WCCO.com. We had the privilege a few weeks ago of a client who decided to track how their television spots on WCCO-TV were affecting the traffic on their website. The client was Westfield Insurance, and they were sponsoring a cause marketing campaign for Rebuilding Together Twin Cities. The report was done completely by the client, and I am sharing it with permission from them.
Here is the summary of their report:
- Westfield Insurance sponsored a 5-week cause-supporting TV ad schedule on WCCO-TV for RTTC
- Start date: week of April 14th
- End date: week of May 12th
- Purpose of this report: To see if there was any lift to RTTC Website stats during this time frame
- Conclusions from report: RTTC Website received a definite lift while TV ads ran on WCCO-TV
There are a few other things to note when analyzing this client’s report.
- There was no rocket science when doing this type of tracking. We always encourage all of our TV clients to track their web stats during their campaigns because it really doesn’t require too much extra work, and the results can help determine which type of advertising drives the most web traffic.
- There was no web advertising in this specific campaign. The traffic came directly from viewers seeing the URL on TV, and typing it into their browsers. This is one of the reasons we stress to our local advertisers to include their company’s URL in all of their advertising, not just their web ads.
