Google Shows Paid Search/TV Relationship
By Chris Crum

Google has conducted a study looking at how paid search affects TV viewing habits. The results are pretty interesting.

Adam Stewart, Google's Industry Director for Media & Entertainment tells WebProNews that the research confirms that paid search is an effective way to build traffic for a network's website and, as a result, increase viewership for content like online video.

"But we also found that paid search can support the core business of TV by driving tune-in. That's the key point: paid search can influence online and offline behavior."

"In this changing media landscape, we see an enormous opportunity for TV marketers to use paid search to bolster their core business model and drive TV tune-in," Stewart says. "We also think paid search can support an emerging business model for TV networks by driving traffic to branded websites. Search advertising, as part of an integrated marketing campaign, is an effective way for entertainment marketers to increase viewership and stretch their dollars in a downturn."

Stewart could not tell me all of the shows and networks that were tested in the study, but he says they worked with leading networks and shows for each category. Another Google spokesperson did point me to an example for the show Dhani on the Travel channel:

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