How Media Works: Advertising and the Purchase Funnel for Commercial Website Advertising A Yankelovich Study for the Television Bureau of Advertising

Study Objectives Determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand: The role of television advertising in driving consumer actions throughout the purchase decision process How television interacts with other media platforms, including new media such as the Internet How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle 2 Source: TVB/Yankelovich “How Media Works,” April 2009

MethodologyMethodology Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them. Interviews took place January 29 to February 10, 2009; Super Bowl Sunday was excluded. Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them. Each respondent then completed an ad survey for up to three of these categories. The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc. The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied. 3 Source: TVB/Yankelovich “How Media Works,” April 2009

Customer Profile: Commercial Websites 4 Source: TVB/Yankelovich “How Media Works,” April 2009 Saw a Commercial Website Ad That Made an Impression Currently considering a purchase in this category Made a purchase in this category in past 6 months Male49.9%54.5%52.2% Female50.1%45.5%47.8% %41.5%42.4% %69.6%73.9% %67.0%68.8% %22.8%18.5% Urban32.7%37.9%35.0% Suburban46.4%46.0%44.3% Rural21.0%16.1%20.7% <$30K20.0%16.1%17.8% $30-$70K42.1%39.7%42.0% $70K+31.2%39.3%33.8% $100K+13.7%17.0%15.0%

TV ads for commercial websites are seen less often than TV ads for any other type of product or service 5 Source: TVB/Yankelovich “How Media Works,” April 2009 Saw an ad that got your attention:

The majority of viewers in this category have made a purchase in the past year 6 Source: TVB/Yankelovich “How Media Works,” April 2009 Last time made a commercial website purchase: 63% of those who recently saw a TV ad for a commercial website made a category purchase in the past year

Nearly three-quarters of TV ads for commercial websites are recalled positively 7 Source: TVB/Yankelovich “How Media Works,” April 2009 Type of impression made by TV ad for commercial website: 72% of those who saw these advertisements rated them positively

TV ads for commercial websites are deemed attention-getting, relevant, informative 8 Source: TVB/Yankelovich “How Media Works,” April 2009 Ratings of Commercial Website Television Ads: 53% total 53% comm. websites 54% total 57% comm. websites 42% total 45% comm. websites How informative was it? How much did it get your attention? How relevant was it? Total Commercial Websites

Those Who View Ads for Commercial Websites are Much More Likely to Take Action After Seeing the Ad 9 Source: TVB/Yankelovich “How Media Works,” April 2009 Actions Taken After Seeing TV Commercial for Commercial Websites Total Commercial Websites Index to Total Any (Net)49% 62% 127 Went online to learn more about the product or service advertised14% 33% 236 Talked with others about the advertisement16% 22% 138 Considered purchasing the product or service17% 15% 88 Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 11% 15% 136 Tried to find the advertisement on the Web5% 13% 260 Visited a store or location to learn more about the product or service8% 12% 150 Purchased the product or service in a store10% 9% 90 Purchased the product or service online3% 8% 267 Sent someone a Web-site link about the product or service2% 8% 400 Looked in a newspaper or magazine to learn more about the product or service 4% 7% 175 Contacted the company in the advertisement3% 7% 233 Sent someone an about the product or service3% 7% 233 Other action3% 2% 67 Did nothing51% 38% 75

While TV ads for commercial websites are generally seen 2-3 times, about one in four are only viewed once 10 Number of times saw TV ad for commercial website in past 2 months: 38% of those who saw a TV ad for a commercial website recently have seen it 4+ times (compared to 53% for total) Source: TVB/Yankelovich “How Media Works,” April 2009

Those Who View Ads for Commercial Websites Multiple Times are Much More Likely to Take Action 11 Source: TVB/Yankelovich “How Media Works,” April 2009 Among those who recently saw a TV ad for Commercial Websites # TV Ad Exposures Commercial Websites Recall 1-3 ad exposures Recall 4+ ad exposures Any (Net) 62%59%68% Went online to learn more about the product or service advertised 33%30%40% Talked with others about the advertisement 22%18%29% Considered purchasing the product or service 15%12%21% Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 15%12%20% Tried to find the advertisement on the Web 13%10%17% Visited a store or location to learn more about the product or service 12%7%18% Purchased the product or service in a store 9%7%13% Purchased the product or service online 8%6%12% Sent someone a Web-site link about the product or service 8%4%14% Looked in a newspaper or magazine to learn more about the product or service 7%5%11% Contacted the company in the advertisement 7%5%12% Sent someone an about the product or service 7%5%11% Other action 2% Did nothing 38%41%33%

In addition to TV ads for commercial websites, 38% of respondents also reported seeing ads on the internet 12 Source: TVB/Yankelovich “How Media Works,” April 2009 Saw ad for same product or service in a media other than TV: Total Commercial Websites Index to Total Any (Net)46%57%124 On the Internet20%38%190 In a newspaper18%19%106 On the radio12%13%108 In a magazine11%14%127 In an offer8%16%200 On a billboard or other outside sign7%9%129 Other media3%2%67 Did not see, hear, or read in any other media35%26%74 Not sure19%17%89

Commercial Websites Advertising Impact at Various Stages of the Consumer Purchase Funnel 13 Source: TVB/Yankelovich “How Media Works,” April 2009 Index = 108 Index = 111 Index = 103 Index = 107 Index = 125 Index = 115 AwarenessInterestConsider Want toVisit Make Purchase Purchase Store/Website Purchase

Commercial Websites Media Impact at Various Stages of the Consumer Purchase Funnel 14 Source: TVB/Yankelovich “How Media Works,” April 2009 Media cited by less than 3% of respondents were incorporated into the total for “other.”

ConclusionsConclusions Commercial Website ads are considered informative and relevant, and cause key ROI actions at a very high level. Those who viewed ads 4+ times are more likely to take action than those with less exposure. The Commercial Website category is highly responsive to media impacts at all stages of the purchase decision process. TV ads are powerful drivers of traffic to Commercial Websites, topping even internet ads in this function. At the purchase/transaction phase, TV and internet ads are of equal importance. 15 Source: TVB/Yankelovich “How Media Works,” April 2009