Consumers search for TV ads online more than 1 million times a day, and those searches can provide useful insight for TV marketers, says Sean Muller, CEO and Founder of iSpot.tv in an interview conducted at CES as part of the Mindshare Client Huddle. iSpot.tv is a Seattle-based startup that tracks TV ad viewing and the interaction with those ads, and recently studied SuperBowl spots, ranking the Budweiser Brotherhood spot as the top Superbowl ad. For the SuperBowl, the company also broke down response to the ads by each quarter, and before, during and after the game.
iSpot.tv tracks TV ads in real time as they air on TV and connects that to what consumers do on their devices in response to the ads, essentially measuring how paid media impacts earned media. In a recent 30-day period, iSpot.TV tracked 313 million interactions to TV ads across 44 million unique consumers. The interactions fell into three buckets, Fuller says. Consumers searched for something related to the ad to the tune of about 1 million searches a day. They also went online to look up and watch the ad, or they shared the ad on Facebook or Twitter. Brands can then overlay this data with the performance of the campaign to see how consumer reaction drives their ads and those of the competition, he says.