If you have children you know they are drawn to anything web related. We can hardly get our iPhone away from the wee ones. So it’s no surprise that MRI reports children 6-11 leap to the internet to research products they see in offline ads. About 46% of kids report they visited a web site they first heard about in a commercial. Within those numbers, the skew tends to older kids 10-11 who have more access to the net and sophistication.
The implication goes beyond children for marketers who often segment media plans and examine inquiries from each channel — TV vs. radio vs. print vs. web banners vs. SEM — as if they were separate Olympians competing for a gold medal in Greece. That’s a mistake, since one media channel may feed another. Broadcast and print still work to build awareness, and then the web captures the curious as they explore for more information. Integrating your measurement to capture the impact of all media touchpoints won’t be easy, but until you do, don’t turn off the TV.