MAM
Brands’ website traffic has direct correlation with TV advertising: study
NEW DELHI: A study shows that website traffic rises and falls in direct correlation with TV advertising for majority of call-to-action brands, which depend on immediate results from marketing efforts.
The Video Advertising Bureau’s (VAB) study Ignition Point: The TV-Traffic Correlation for Call-to-Action Brands came to this finding after studying 125 brands in six categories (restaurants, retail, travel, telecommunications & location-based mobile apps, financial and insurance) representing more than $30 billion in TV advertising in 2014.
The brands studied were a cross-section – large, midsized, smaller, national, regional and local – with more than 100,000 unique visitors per month as measured by comScore. All results are from the February 2014 to March 2015 period.
A total of 82 per cent of these brands showed a direct correlation between TV advertising and website traffic. Of the 85 brands with unique visitor increases, 87 per cent had increased TV spending – an average of 22 per cent increase in spending and 24 per cent increase in visitors. Of the 40 brands with unique visitor decreases, 70 per cent had lowered TV spending – an average of 10 per cent less TV spending and nine per cent decrease in visitors.
VAB CEO Sean Cunningham said, “TV is the great activator in Internet commerce. A majority of brands with the most on the line for big sales now see their website traffic follow the curve of their investment in TV advertising. TV advertising does more than generate awareness; it triggers the most important action at a time when the Internet functions as a brand’s storefront to the world.”
While the specific ratios of advertising to traffic vary, the pattern is predominant and consistent. On a category level, 72 per cent of travel brands showed a direct correlation between TV advertising and website traffic, versus 76 per cent of restaurants, 82 per cent of retail, 85 per cent of insurance, 86 per cent of financial, and 100 per cent of telco/apps.
This is the second report in the VAB’s commitment to illustrate critical effects of TV advertising that are hidden by the silo nature of syndicated data. Last year, it looked at the correlation between TV advertising and website traffic for 75 pure-play Internet companies, and found 85 per cent showed a direct correlation between TV spending and website traffic.
Brands
From mega bills to spontaneous dates: Swiggy Dineout Valentine’s report
From mega bills to last-minute plans, India celebrated love with flair
MUMBAI: Valentine’s Day 2026 was a feast for the senses and wallets alike, according to Swiggy Dineout. India’s on-demand dining platform revealed how the nation celebrated romance with big gestures, lively nights out, and plenty of spontaneous bookings.
Metropolitan hubs continued to rule the roost with Bengaluru, Delhi, and Hyderabad seeing the most reservations. Emerging cities aren’t far behind, with Ahmedabad, Jaipur, and Chandigarh joining the party. Growth was particularly striking in Surat (up 180 per cent), Vadodara (155 per cent) and Bhubaneswar (145.5 per cent) compared with the previous Saturday.
Mumbai stole the headlines with a single customer splashing out Rs 130,155 – the highest bill in the country. The city also hosted the largest single group booking, with 30 diners coming together to celebrate in style. Most Valentine’s transactions took place between 10pm and 11pm, proving love, and hunger, strike late.
Mumbai stole the spotlight with a mega-spender whose bill made everyone else blush, while savvy diners were cashing in on discounts, including a Pune customer saving 60% and another in Bengaluru saving 50 per cent. Fine dining was on fire, with bookings up 121 per cent year-on-year, though pubs, bars, and lounges remained the crowd favourites, accounting for 30.6 per cent of all reservations. Last-minute romance was the order of the day, with 66 per cent of diners booking within two hours of heading out. Together, India saved over Rs 6 crore, proving that love can be grand, yet thrifty.
Bengaluru, Mumbai, and Delhi led the premium dining rush, showing a growing appetite for curated, high-end experiences. Meanwhile, spontaneous bookings reinforced modern lifestyles, where convenience and instant gratification rule the day.
Whether it was big spends, huge groups, or a last-minute romantic dash, Valentine’s Day 2026 proved love and dining go hand in hand – and sometimes, they go all out.
