TV ad spend by online brands reached £180m in 2009

Online brands have increased spend on TV by 172% annually over the past five years to reach £180m in 2009.

The research, by Nielsen Media Research on behalf of marketing trade body for TV Thinkbox, revealed online brand’s spend on TV had increased from £10m in 2004 to £180m in 2009.

Thinkbox said that the growth supports the idea that TV can help generate online traffic as it found 94% of people claimed to have gone online as a direct result of watching TV in the last 12 months.

David Brennan, research and strategy director at Thinkbox, said, “Some of the most memorable and effective TV campaigns of the last year have been created by online brands. It is further proof of TV’s healthy commercial relationship with the internet. TV drives online response better than any other media channel.”

According to the research, the effectiveness of TV in driving online traffic has been boosted by simultaneous web browsing and TV viewing.  Some 54% of online consumers go online at the same time as watching TV every day.

Amelia Torode, head of strategy and innovation at VCCP, said, “The best campaigns seamlessly weave on and offline together while making the most of the participation potential of individual channels.”

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here