Case Study: SeLoger.com achieves 1.6 million incremental website visits with Performics

Measuring the impact of TV ads on a website traffic

Performics worked with SeLoger to measure the impact of a two‑month TV campaign split across nine channels. The challenge was to quantify incremental website visits and pinpoint which channels, programs and time slots were most effective at driving traffic.

Performics built an hour‑by‑hour econometric model using website traffic, spot‑level TV airings, seasonality, trend and persistence variables, offline/online campaign data and budget. The campaign generated about 1.6 million incremental visits; TF1 and France 2 were the strongest drivers (TF1 delivered ~738k incremental visits, France 2 showed the highest efficiency with 10,502 visits/GRP and ~557k incremental visits), while D8 underperformed (~9.6k incremental visits) despite similar investment.

SeLoger.com