Can Television Advertising Impact Be Measured on the Web? Web Spike Response as a Possible Conversion Tracking System for Television

Brendan Kitts, Michael Bardaro, Dyng Au, Al Lee, Sawin Lee, Jon Borchardt, Craig Schwartz, John Sobieski, John Wadsworth-Drake

Abstract: Consumers are increasingly using internet-connected devices while watching television. This paper will show that it is possible to measure web activity bursts that peak about 13 seconds after the end of traditional TV ad broadcasts. By measuring this effect, we propose that it may be possible to deploy a web-based TV conversion tracking system that will work on TV systems.