According to a new study from The Media Audit/Houston, 27 percent of U.S. adults have visited a TV website in the past 30 days. The study was based on a telephone survey of 118,211 randomly selected adults in 88 markets.
The study found that certain markets received higher penetration. Over half the adult population in Raleigh, Tulsa, Denver, Columbia, Little Rock and Madison visited TV sites. “Generally it is the markets with the highest internet penetration that have the highest percent of TV website visitors,” said Jim Higginbotham, co-founder and head of research for The Media Audit. The largest markets with the highest penetration are Houston, Dallas, Philadelphia, Detroit and Seattle, the study found.
Bob Jordan, president of the The Media Audit, said, “Television understands the power of the multi-media platform and stations have been putting renewed effort into their websites and it is paying off. He said the 27 percent of all U.S. adults who go online represents 40 percent of total Internet users. “This is a strong testament to the appeal of the local sites,” he said.
But Gordon Borrell, CEO of Borrell Associates/Williamsburg, VA, the research firm that reported on the growth in local TV online ad revenue earlier this year, thinks The Media Audit’s figures are overstated. “Some TV sites are pretty cool, but not this cool,” he said. “They’re working furiously to develop terrific websites with ‘must-see’ information, but they’re not there yet, which leads me to be highly skeptical of research that says more than one-fourth of adults are going to a local TV website in any given month.” Borrell said other research firms have provided figures closer to nine percent. “I find the lower figures more believable, and frankly more useful to TV stations that want to develop a strategy around reality,” he said.
The figures will help determine the rates local stations charge for the video and other ads that run with their web content.
FCB Stays Atop The One Club’s Year-End Global Creative Rankings
FCB ended the year repeating its top positions in The One Club for Creativity’s Global Creative Rankings, with FCB New York again crowned Global Agency of the Year and FCB Global finishing as Agency Network of the Year for 2024.
The annual worldwide benchmark report is a comprehensive ranking of agencies, brands, countries, and individuals based on points earned from winning entries in The One Club’s eight global, regional, and local awards shows: The One Show 2024, ADC 103rd Annual Awards, Type Directors Club TDC70 competition, Art Directors Club of Europe ADCE Awards 2024, ONE Asia Creative Awards 2024, and The One Club Denver, San Diego, and Miami chapter 2024 awards programs.
“The Global Creative Rankings is the industry’s most comprehensive and transparent ranking,” said Kevin Swanepoel, CEO, The One Club. “There are no secret weightings in calculating the rankings, and unlike others, it’s not hidden behind a paywall. As the industry’s foremost nonprofit organization for the global creative community, The One Club is in a unique position to provide this free, definitive measure for global creative excellence to everyone in the industry.”
Highlights of the Global Creative Rankings 2024 are below.
Global Agency Rankings
FCB New York
Rethink Toronto
McCann New York
TBWAMedia Arts Lab Los Angeles
Serviceplan Germany Munich
Dentsu Inc. Tokyo
FCB Chicago
Marcel Paris
VML New York
Ogilvy PR New York, Publicis Conseil Paris (tie)
Independent Agency Rankings
Rethink Toronto
Serviceplan Germany Munich
Wieden+Kennedy Portland
Brand-Side Agency... Read More