Television boosts digital traffic by an average of +39% on airing days, a figure confirmed across all industry sectors. Even the least digitized verticals (healthcare, luxury, B2B) see measurable uplifts, proving that no sector is immune to TV’s drive-to-web effect. For advertisers, it’s time to reconsider TV as a powerful traffic lever at the heart of a high-performance media strategy.
The truth: TV drives digital traffic across all industries
Each year, Realytics’ Drive-to-Web study explores a fundamental question for advertisers: can TV really generate digital traffic?
In 2025, the answer is clear and backed by data: an average of +39% increase in traffic on days when brands air on TV.
But beyond the average, what’s truly striking is the universality of the effect: all industries see traffic spikes on their websites and/or mobile apps following a TV campaign. Yes, all of them.
TV performance always is positive
According to the study, drive-to-web effectiveness depends on factors like digital maturity, TV recency, brand awareness—and of course, the sector itself. This is where the insights become truly compelling: even traditionally low-digital sectors show measurable results.
- Top performers: Some industries hit outstanding results, with traffic gains up to +99% (in exceptional cases).
- Strong performers: The majority of industries see between +30% to +40% uplift, often outperforming other awareness channels.
- Even the cautious ones (health, luxury, B2B...) experience meaningful increases, typically between +9% and +20%, showing value within a media mix logic.
Key takeaway: No industry is immune to TV’s digital impact.
Reminder: your audience already is watching TV
TV’s ability to drive web traffic is no longer a hypothesis—it’s a proven, measurable, and repeatable fact. And contrary to common belief, there is no such thing as a “bad industry” for launching a TV campaign.
So if you still think “TV isn’t for us”… think again! Sign up to receive our upcoming Drive-to-Web impact study :
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