Measuring the impact of TV ads on a website tra?c Challenge SeLoger wanted to measure the impact of a 2-month TV campaign on the website tra?c of the advertiser. The TV media plan was split up into 9 di?erent channels; Performics sought to understand which of the channels, programs and time slots were most impactful. Plan Performics set up an econometrics study based on several sources of data, hour per hour: Website tra?c TV commercials on 9 channels (spot per spot) Seasonality variables Trend variables Persistence variables Data pulled from o?ine and online campaigns Budget Results Performics’ implementations within the TV campaign had a signi?cant impact on website tra?c: Generated 1.6 million incremental visits France 2 channel outperforms while D8 underperforms, despite similar invest

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