SOURCE: Integrated Media Measurement

Integrated Media Measurement

February 15, 2010 10:00 ET

Super Bowl Viewers Flock to Advertisers' Web Sites

More Than 30 Percent of Super Bowl Viewers Visit Web Site of Advertisers Immediately Following Telecast

NEW YORK, NY--(Marketwire - February 15, 2010) -  Integrated Media Measurement Inc. (IMMI), a leading provider of consumer behavior and audience exposure data to media companies and advertisers, today released data showing that Super Bowl television ads did a good job of driving consumers to advertisers' Web sites. Overall, 31.4 percent of IMMI panelists watching the Super Bowl with Internet access visited the Web site of a Super Bowl advertiser during the period immediately following the telecast until midnight.

"The high percentage of Super Bowl viewers who went to an advertisers' Web site shows how one medium can drive consumers to another and reinforces the potential of multi-platform advertising," said Brian Monighetti, director of research product development for Integrated Media Measurement Inc. "The television ads created interest that was immediately gratified by advertisers' Web sites."

The three advertisers who were most successful at driving panelists with Internet access who watched the Super Bowl to their Web site between the end of the telecast and midnight were GoDaddy (20 percent), Monster.com (8.6 percent) and Dockers (5.7 percent).

The data also showed that 71.4 percent of panelists visited Google.com in that same time period. While Google was a Super Bowl advertiser, IMMI did not include this number in the cumulative average of 31.4 percent.

IMMI's measurement platform enables media companies and advertisers to monitor media consumption for the same individual across television, radio, theatrical, mobile and online. It is the only single-source, passively gathered cross-platform measurement system available. With the added capability of location tracking, IMMI can provide advertisers and media companies with additional insight on the daily travel patterns and the general location (travel routes, shopping malls, office centers, residential neighborhoods, etc.) of consumers, thereby providing a link between exposure to media content and advertising and the location where the exposure occurs.

Integrated Media Measurement Inc. (IMMI) is the developer of a patent-protected end-to-end media measurement system that links media exposure to consumer action. Using a mobile-phone-based digital monitoring system and computer monitoring software, IMMI tracks all media 24/7 enabling media companies and advertisers to monitor media consumption for the same individual across television, radio, theatrical, mobile and online. It is the only multi-screen, single-source, passively gathered multiple-platform measurement system available and was designed to integrate with a wide range of business needs. IMMI is based in San Mateo, Calif. More information is available at http://www.immi.com.

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