Online Advertising on Par with TV

Interesting results from comScore & dunnhumbyUSA. Particularly given the cost of Interactive marketing as compared to traditional Media and the over abundance of supply.

Offline Sales Lift from CPG Brand Advertising Comparison Between TV and Internet Total U.S. Source: Information Resources, Inc. and comScore, Inc.
	TV (IRI)	Internet (comScore)
Sales Lift	+8% over 12 months	+9% over 3 months
Percent of Campaigns Showing Statistically Significant Lift	36%	80%

(Table from comScore Press release of Aug, 17th)

Google had performed a similar study in '08 in partnership with Harris Interactive with similar results.