The Short-Term Effect of TV Advertisements on Digital Traffic

Authors : Mert Arda Asar, Gülfem Işıklar Alptekin, Günce Keziban Orman

Pages : 53-66

Doi:10.17680/erciyesiletisim.1534189

View : 143 | Download : 52

Publication Date : 2025-01-30

Article Type : Research Paper

Abstract :This study investigates the short-term effects of television advertisements (TV ads) on digital platform engagement across companies from diverse sectors. Utilizing statistical analysis methods including t-test, ANOVA, and Tukey\\\'s HSD test, we examined the impact of factors such as ad timing, program type, and sector on web traffic. Our findings reveal that prime time advertisements significantly influence web traffic, with effects varying across different sectors and program types. The study demonstrates the importance of strategic media planning, highlighting significant interactions between prime time, program types, and company-specific factors. Results indicate that advertising effectiveness differs among industries, suggesting the need for sector-specific strategies. The findings underscore the importance of integrating traditional TV advertising with digital media strategies to maximize cross-platform engagement. These insights provide valuable guidance for advertisers and media planners in optimizing TV ad campaigns and their impact on digital platforms in an evolving media landscape.
Keywords : Çapraz medya pazarlama, Televizyon reklamcılığı, Medya planlama, TV reklam etkisi ölçümü, İstatistiksel analiz, Web trafiği, ANOVA, T-testi, Faktör analizi.

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