--- title: Web sellers and TV ads description: The drive to web specialist, Realytics has analysed the TV campaigns of more than 50 advertisers from July 2016 until June 2017. 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Answers. ## Various lines of business and huge investments One of the biggest insight of this study? Web sellers invest in a **lot of different lines of business** and the budget invested is well split between 5 major ones. **Services** arrive first, with 25% of investments, followed by **tourism** (20%), **distribution** (19%), **financial institutions/insurance** (14%) and **real estate** (9%). As for how much they invested, budgets (gross basis 30 sec) are spread between **200 000 euros** (lowest) and **5 750 000 euros** (max), with an average of 1 700 000 euros. *"Since the creation of Realytics, we have been accompanying web sellers, often new in TV, with small TV budgets, who invest more more following our recommendations: some **multiply their investments by 5**!"* specifies **Guillaume Belmas, Realytics CEO and co-founder**.   ## Pure players on point, game strong Web sellers recruit better than other advertisers, with **1 TVR that generates 22 direct contacts**, for an average cost of **25 euros**. For other advertisers, it is quite the opposite: 50 contacts for 106 euros / contact. *"We can easily explain this difference: pure players advertisers are our historical clients, and we've given them the **right tools to optimise their drive to web campaigns** for a long time. They know how to deal with their TV investments"*, explains Valérie Teboul, in charge of the Studies at Realytics.   ## Women are hard to reach, men very reactive 55% of the invested budget is dedicated to **age range**, 18% towards **women** (don't forget that 9 messages out of 10 target them) and 15% towards men. Those results are particularly surprising given that women are expensive: they recruit **133 contacts per TVR**, for 39 euros / contact. Men generate 274 contacts for 19 euros each! They're clearly a great choice. Age range are pretty average with 220 contacts for 26 euros each. "*In april 2017, we presented a study during "Le Forum de l'IREP" that compared [the differences of behavior between men and women in drive to web](https://info.realytics.io/en/women-vs-men-how-does-it-work-wp). We actually find the same insights here, with **the target "women" less productive and more expensive** than the target "men" or "age range"*, adds Valérie Teboul.   ## Cable/satellite, historical channels: strategic choices TNT channels register an average cost per contact of 28 euros, and **206 contacts per TVR,** not far from the 31 euros and 171 contacts/TVR for historical channels, but far away from cable/satellite with **8 euros and 726 contact per TVR**. *"It's actually interesting to see that it is the mixed plans (with historical channels + TNT and cable/satellite) which are the most productive for pure players. The number of contacts / TVR are doubled for mixed plans and the cost of contact divided by 2!"*, concludes Valérie Teboul.   You want to know more about that ? [**Download our study**](https://info.realytics.io/en/e-merchants-and-television-wp)! Mots clés : [Key figures](https://blog.realytics.io/en/tag/key-figures) [« Baseline : how to compute the impact of your TV campaign in digital](https://blog.realytics.io/en/realytics-baseline-or-how-to-compute-the-impact-of-your-tv-campaign-in-digital) [Have you met Alexandra, Relationship Manager at Realytics? »](https://blog.realytics.io/en/have-you-met-alexandra-relationship-manager-at-realytics) ### Newsletter. ![Realytics logo](https://blog.realytics.io/hubfs/Realytics%20January2018%20Theme/images/Plan%20de%20travail%201.svg) ### About The leader in TV-digital convergence, Realytics enables advertisers to anticipate and measure the impact of a TV campaign on digital, to optimise their media plans according to their business and branding KPIs, and to identify the “TV-engaged” viewers in order to capitalise on this captive audience. 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